Innocent Drinks: Become a Butterfly Saviour

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Our Objective

Innocent have always been about more than just great tasting healthy drinks. They’re ‘big fans’ of the planet and do everything they can to look after it. Their brand ethos ‘Little Drinks Big Dreams’ is visible in action with their recent ‘Become a Butterfly Saviour’ or ‘Werde Retterling vom Schmetterling’ project.

The campaign for the DACH region (Germany, Austria, Switzerland) – focuses on the donation of 20 cents per limited edition bottle toward efforts to reverse the decline of butterflies across Europe, which have dropped by almost 50% in the last 30 years.

Innocent wanted to put out a multi platform social campaign to shout about this particular big dream, and let consumers know “how they can be a butterfly saviour”.

“We want to get people involved and become part of our movement.”

Innocent Drinks
innocent drinks gif

Our Approach

Working with Innocent copy writers and designers we set out to create a 60 second animation that gave the viewer the headline information about why and how the campaign will work – as well as creating two smaller 30 second versions focusing on just the why and just the how.

The story focused a point of rose tinted nostalgia for many – the 90s! – looking at how much things have changed since then, like the way we communicate, our technology, but also the butterfly population.

“Spoiler-alert: they look fantastic!”

Ursi Kotratschek – Creative Director DACH Innocent Drinks

The Results

The final animations, delivered in an array of different shapes and sizes for different social platforms, give viewers all the info they need to get involved in Innocent’s vital work to reverse the decline of butterfly numbers.

The videos continue to be shared on social and feature proudly on the campaign website retterling.com/de/

“We’ve really enjoyed working with you! Thanks for all your great work”

Ursi Kotratschek – Creative Director DACH Innocent Drinks

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