Part of the module for new media focused on delivering a viral campaign. I picked a concept idea from the PR agency i freelance at (Splendid Communications) and gave it an Innocent makeover. I made a short 30 second video to support the campaign, The idea focused on the idea that "you have all you need".
Stats from Aviva 2011 declared that 26% of 18-25 year olds consumer 2 or more of the recommended 5 a day, saying they don't have time, money or tools. 78% of the same respondents say they feel they haven't achieved their ambition because of the same restraints. Using Innocent, I paralleled this "you have all you need" concept to their INNOCENT and simple belief. The idea being an innocent smoothie provides your 5 a day without breaking the bank and is served in a fraction of the time. A social extension to the campaign focused on the product, "You have all the ingredients you need".
Here is the video.. Hope you like it!
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