Innocent "chain of good" by 101

The smoothie-maker Innocent, which is 90 per cent-owned by Coca-Cola, has released a TV campaign describing the good that comes from buying its products. The activity, which will be supported by outdoor, digital and experiential work, was created by 101 with a budget of £3.5 million. The TV spot shows a man creating a "chain of good" by buying an Innocent smoothie. The action then switches to Uganda, where a family benefits from Innocent’s policy of donating 10 per cent of its profits to charity. The work was created by Erik Hedman and Ryan Delehanty, and directed by Max Joseph through Hungry Man.