A singing otter knocks sense into planet whiners in Innocent's animated ad

The smoothie brand aims to show that green awareness needn't be a chore in campaign from Mother

Published On
May 21, 2021

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Innocent, the Coca-Cola-owned smoothie brand, aims to show that environmental awareness needn't be a chore in a cute animated spot from Mother London. 

Running across European markets, the ad starts out with a group of characters on a boat singing about how we're "messing up the planet" with all our polluting activity. However, they're so busy singing about their "impending doom" they don't see a giant waterfall ahead, until they are warned by a level-headed otter, who asks "what are we doing?"

The otter and his ukelele go on to take charge of the song, turning it into a story of how instead we can "fix up the planet" by reusing and recycling, eating natural foods and looking after nature. The director is Alex Grigg at Blink, with the charming artwork by artist and illustrator Matt Blease.

It's part of a wider campaign that will include outdoor ads highlighting some of the ways in which Innocent is helping on the sustainability front, including biodiversity initiatives, giving 10% of profits to charity to help combat world hunger and committing to be fully carbon neutral before 2030. The "little drinks, big dreams" tagline is part of a new visual identity for the brand, shown on packaging in the ad. 

“This year is shaping up to be a major opportunity for UK businesses to look beyond the pandemic towards the sort of world we want for ourselves and future generations, said Douglas Lamont, CEO of Innocent Drinks, in a statement. "Innocent is determined to play its part in that conversation."




May 21, 2021
Client :
Agency :
Strategy :
Creative :
Production Company :
Director :
Alex Grigg
Illustrator :
Matt Blease
Illustrator :
Breed London
EP :
Bart Yates
Head of Business Dec :
Clive Olamiju
Producer :
Melissa Venet
Sound Studio :
Engineer :
Jack Sedgwick
Producer :
Beth Tomblin
Music Company :
Pitch & Sync
Co-Founder :
Simon Robinson
Head of Music :
Rebecca Leon
Sound Designer :
Ben Hauke
Post House :
Producer :
Rebecca Townsend
Production Consultancy :
Murphy Cobb
Production Consultant :
Jonathan Smith
Transcreation Agency :
Creative Drive
Managing Producer :
Peter Burgess
Account Director :
Nadine Hagenow
Producer :
Sinead O'Malley
Delivery Agency :
Illustrator :
Matt Blease
Illustrator :
Breed London
Photography :
Colin Campbell
Photography :
Gill Turner
Post for Retouching and DOOH Animations :
Wellcome Collection

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