a bit of innocent fun

Every single 250ml innocent smoothie contains two full portions of your recommended five a day. Considering how difficult it is to actually consume five portions of fruit and vegetables every single day, this is some feat. Therefore, our brief was to communicate innocent’s health credentials in a way that really engaged with people. The last thing we wanted was to sound like we were ordering people to be healthier, or to sound smug, self-satisfied or preachy. That’s not very innocent, after all. We wanted our audience to choose to spend time playing with the brand, and we took that very literally.

Late one night in a coding frenzy completely unrelated to fruit, one of our digital ninjas, space invaders fan Colm Doyle had an idea: what if the sky was suddenly filled with falling fruit and bottles of innocent smoothies? Catch them in your picnic basket you’d score points. You’d score one point for an apple or a banana, two for a bottle of innocent (See…two a day?). Catch the falling junk food and you’d lose points.

Brendan, Ali and Helen down in Fruit Towers really liked the idea and so here it is. An online campaign, where you can play away to your heart’s content. We’ve also designed and built a facebook application through which you can publish your score and challenge your friends to play.

Unsurprisingly, Colm’s is the highest score so far. See how you fare at the innocent smoothies Facebook page

Well done to the agency team: Colm Doyle (tech. developer, the one with the idea), Andrew Moran (tech. manager), Lucy Ryan (account manager), Elaine Kinsella (flash developer), Greg McLoughlin (words) and Tim Mudie (pictures).

And of course thanks to our clients in Fruit Towers, Dublin.

Tags: Andrew Moran, app, Colm Doyle, Creative, Digital, Elaine Kinsella, Facebook, Greg McLoughlin, innocent, Lucy Ryan, Tim Mudie

This entry was posted on Thursday, January 21st, 2010 at 1:27 pm and is filed under Digital, Saibh Hooper, Social Media, innocent. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.