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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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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.