Innocent Smoothie

Spec ad for Innocent Smoothie created in collaboration with film director James Whitehill (Six Foot Four Creative)

Brief: Thanks to campaigns like “Chain of Good” and headlines like “Tastes good, does good“, Innocent managed to position itself as the “good brand” in the juice market, trusted and loved by every mom for the 100% pure fruit quality of their products.

But what about the kids, always more independent in their buying decisions?

Idea: I have opted for a fresh twist in Innocent’s tone of voice. A concept that, playing on the brand’s identity, could attract the young audience’s sympathies by giving a shout out to every little rascal.

Concept: “Also for the wicked.”