WHAT IS THE IDEA?
a little wooly hat. a big difference.

what was the brief?
the innocent big knit campaign is an annual campaign to raise
money over winter for Age UK. This campaign sees innocent
adorn their bottles with mini knitted hats, all created by
real grannies across Europe. we had to raise awareness
of this through an atl campaign.

Who did what? concept, design & copywritting - me & anna clare | filming - lois hinx

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The little hats on our smoothies help fight loneliness. As many as 200,000 older people in the UK haven't spoken to friends or family for a month. Grab one of our Big Knit smoothie bottles and help fund things like lunches, dance classes and bingo in local Age UK centres, bringing older people together.