Dreamers wanted: Steven Bennett-Day on the 'rainbow of fruit' dream inspiring work on Innocent
Havas Helia group creative director Steven Bennett-Day has described the thinking behind his work on Innocent Drinks, as part of The Drum's Dream Awards.
Bennett-Day is the latest in a series of creative directors to visit resident psychiatrist Dr Sarracenia to describe the dreams behind some of their biggest campaigns.
He described falling asleep only to envisage a "rainbow of fruit" and vans made of grass.
"Minutes after falling asleep, it's fruit from every angle, dripping through your fingers. Grapes, strawberries and mangoes, crushing in your face," he said.
"Once you've gone through this massive rainbow of fruit, you wake up and everywhere you look there's vans covered in grass. And that's when I know I'm right in the middle of the deepest dream."
He then nodded to Innocent's woolly hat campaign. "There's no way that a van covered in grass is anything near normal. If it wasn't for the fruit, seeing a van covered in grass and being surrounded by millions of people in woolly hats would definitely make me feel weird, but after the fruit, nothing makes you feel weird. It just feels great."
The film is the latest in a series created by Lost Boys for The Dream Awards, featuring creative luminaries including Wieden + Kennedy's Freddie Powell and Mr President's Laura Jordan Bambach discussing the big ideas behind some of their biggest campaigns. The campaign also features photography by Julian Hanford.
Celebrating the big idea is the basis of The Dream Awards, launched by The Drum. Judged by leading industry figures including Rosie Arnold, deputy executive creative director at BBH London, Guy Duncan, global creative director at Coca-Cola and Trevor Beattie, founder of Beattie McGuinness Bungay, the awards will recognise creativity across a broad range of vertical sector and medium-based categories.
The deadline for the Dream Awards is Friday 19 June. To find out more and enter the awards visit thedreamawards.com.