The main difference to the big innocent brand is that kids don’t look at life with rose tinted glasses. They want to roll around in it. The important thing was to speak to kids on their level. For Innocent Kids I got to create a great integrated campaign which is something I love doing.

The packaging is the main channel for innocent. Each pack has a different game or activity hosted by one of the 6 characters. Each activity suited that characters personality and like the website you always had another character commenting on the action. This project was all about the discovering the little things. Each pack had a unique swapsie value, recycling message, shake message, straw message and more. The energy and fun is in the detail. It was also the place I got hone the brand look just for Kids.

Healthy Eating Day from Aaron Hinchion on Vimeo.

www.innocentkids.co.uk

We made the website even more chaotic. The characters interrupt each other with activities, tricks, facts and they get bored if not played with. So the more you play, the more and more content you find.

Click on any fruit to find out more about that fruit. When a character interrupts, follow them to learn how to make Papier Maché or the best paper aeroplance ever.

It is so full you’d never see it all in one visit. I guarantee you’ll never see it all (The site map is as manic as the site) The Poo Safari is still the all time favourite.

Because of tight budgets I wrote, planned the action, illustrated and animated tons of content that fills the site.

Here’s some of my favourite content:

Some of which you won’t find unless you really hunt. Go on… click on them. See what they do.

This wall chart was given to schools. Kids could draw their fruit and veg intake in the intestines. There is a place for food to go in and a smelly end where food comes out.

This game was given out to kids during Fruitstock. You move squares depending on the fruit you eat. Each portion equals a square.

Here’s what the kids got up to. The hamster house was a simple recycling message I put on the box!