Innocent Drinks' brand relaunch touts its commitment to the environment and encouraging people to take action to help the planet.
A TV ad tells the story of a cast of characters who are "messing up the planet" – and the unexpected hero who helps them change course. The film features simple animations, created in collaboration with artist and illustrator Matt Blease, and is set to an ironically cheery song about facing the "impending doom" of environmental destruction. "We’re messing up the planet, we’re messing up real good, and filling up our bodies with more pastry than we should," the revellers sing as they unwittingly sail in a boat towards a giant waterfall – a metaphor for planetary peril.
Then one passenger, a furry otter, steps in and stops them from falling off the cliff. "Whoa, whoa, what are we doing?" the creature asks, before grabbing the guitar and changing the tune to lyrics about "fixing up the planet". The scene ends with the people gathered around the otter in a park, joining in on the song: "If we’re looking after nature, she’ll be looking after me."
The film was directed by Alex Grigg through Blink. It is accompanied by posters and a new visual identity for the brand.