innocent big knit international
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Innocent’s Big Knit goes International

a big OOH campaign featuring some very little hats

The big knit has existed in the UK for over 10 years, helping raise money for Age UK to help keep older people warm through winter. The campaign has since been expanded to include most of the regions in which innocent operates, and for this campaign, 3 regions were brought together to create one unified campaign which ran in 4 languages across winter 2018. As the lead creative on this campaign I was responsible for the project from start to artwork, working with the local regions to make sure the concept worked in all languages, and even recruiting a fabulous knitting granny to create some bespoke hats.

The real challenge in this brief was in creating a concept that could be flexible enough to work in multiple languages and feel authentic to each region, which support different local charities.