innocent: Chain of Good

The goodness goes far beyond the bottle in this new 101 London campaign. The 60-second TVC follows a man's decision to drink an innocent smoothie, starting a positive chain reaction with 10 per cent of the brand's profits going to charity. The ad was shot on location in Uganda by Hungry Man director Max Joseph and tells the story of Joseph, a boy whose family was helped directly by innocent’s long term partnership with international development charity Send a Cow.

shots subscribers can read more about the campaign in an interview with Richard Flintham, ECD and co-founder at 101 London, here.