The Drum Awards Festival - Extended Deadline

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Agency: BMB
Client: Innocent
Date: Nov 2020
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Innocent has enlisted creative agency BMB to launch its 2021 'Big Knit' campaign with a set of social films featuring some very talkative sheep.

Now in its 18th year, the Big Knit asks the knitting population of the UK to knit tiny hats for innocent drinks, with the brand donating 25p to Age UK for every woolly creation, which makes a difference to the lives of older people all over the UK.

The six videos feature sheep telling people to put their wool to good use and “start bleating knitting” by joining The Big Knit.

In one film, a newly shorn sheep discovers a passion for naturism; while in another, a gruff Highland sheep encourages people to stop scrolling through social media and start knitting tiny little hats. An East End geezer sheep offers to sort viewers out with as much wool as they need; and a polite lady sheep attempts to explain her reasons for getting involved with The Big Knit, while being constantly interrupted by another sheep’s fleecy behind in her face. A posh, rakish ram invites people to take his wool and put it to good use; and an overexcited west country sheep can’t help but shout about the campaign from the rooftops (or hilltop, to be specific).


Advertiser/Brand innocent

Creative Agency BMB

Chief Creative Officer Matt Lever

Creatives Will Marsden & Jordan Down

Head of Strategy Mel Arrow

Account Director Matt Bonny

Production Company CYLNDR