Innocent scoops Ocean Outdoor creative prize
Smoothie brand Innocent has won top prize in Ocean Outdoor’s Crucial Creative Competition, using the £500,000 advertising spend to support a new nationwide campaign.
Thursday, 03 Sep 2020 09:05 GMT
Ocean Outdoor received more than 100 entrants for the competition
Launched earlier this year, the competition attracted more than 100 entries, but it was Innocent that won the main prize – half a million pounds to spend on advertising across the UK.
Innocent opted for tongue-in-cheek campaign, aimed at reminding people of the things they have missed, or in some cases not missed, over the past few months during the novel coronavirus (Covid-19) lockdown.
Screens around the UK ask passers-by whether they remember what were once seen as rather mundane and ordinary tasks that have since become much more rare due to the pandemic.
These include tasks such as wearing a suit, going outside in the sun, shopping centres, traffic jams or, of course, popping out of the office to get a smoothie.
When we spotted the competition, we saw our chance to put something a bit weird and silly on massive billboards all over the country”
Innocent’s head of digital, Anna Clare, comments: “When we spotted the competition, we saw our chance to put something a bit weird and silly on massive billboards all over the country. Mission accomplished!”
Ocean Outdoor joint managing director, Phil Hall, adds: “Innocent’s campaign really captured the essence of Ocean’s Crucial Creative Competition.
“It’s a great example of human marketing, it will bring a smile to people’s faces at a time when we are all looking for some light relief.”
The campaign will run in 10 cities across the UK over a period of two weeks.
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