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 activity, a unique swapsie value, recycling message and more. The energy and fun is in the detail. It was also the place I got to hone a look just for Kids.

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. It is so full you’d never see it all in one visit. The Poo Safari is still the all time favourite.

I was not only behind the conception of the site, but because of tight budgets also wrote, illustrated and animated it.

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.

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