Innocent Drinks: We Love the Underground

Global’s “Look Ahead” competition, in partnership with Contagious and Transport for London, invited creative concepts “that
take rail passengers on an unforgettable journey underground”, with the winning work to run for two weeks on digital screens across Elizabeth line stations at Bond Street, Tottenham Court Road, and Farringdon.

Innocent Drinks’ in-house team beat 40 entrants to win the competition and was the only in-house agency to be shortlisted.

The winning work transports passengers deep into the earth to learn about the role of healthy soil in growing fruit and veg, building a connection between Innocent’s drinkers and growers. The escalator ribbons create an illusion of heading down through the fertile ground and champion the role of soil in food production. The journey culminates on the platform, where passengers can scan a QR code to receive free seeds and learn about innocent’s work to protect soil health through its Farmer Innovation Fund and the Aga Khan Foundation.

The campaign was inspired by Innocent’s “Farmer Innovation Fund” which is making £1 million available in grants to its suppliers for regenerative agriculture projects.

“This campaign does the important job of showing our passion for fruit and veg but it also highlights our commitment to invest in regenerative farming practices for the long term. Without the underground, we wouldn’t exist. We rely on fruit and veg to make our drinks, and both need healthy soil to grow. That’s why we recently relaunched our Farmer Innovation Fund, offering £1 million in grants to support regenerative agriculture projects within our supply chain,” says Innocent ECD Carol Feeley. “The competition brief was to take commuters on a journey underground, so we thought we’d literally do that by taking commuters deep into the soil. It’s a great example of our distinctive tone of voice and communicating in a playful and unexpected way. We hope the campaign inspires passengers to take good care of what’s underground so we can all keep enjoying fruit and veg for years to come.”

Copywriters: Tilly Mackintosh and Gary Ogden
Designer: James Imi
Strategy: Imogen Almond
ECD: Carol Feeley