BMB Launches the BIG KNIT in a New Social Campaign for innocent

BMB Launches the BIG KNIT in a New Social Campaign for innocent

Nov. 20, 2020

innocent has enlisted creative agency BMB to launch its 2021 Big Knit campaign with a set of social films featuring some very talkative sheep. 

Now in its 18th year, the Big Knit Campaign asks the knitting population of the UK to knit tiny hats for innocent drinks, with the brand donating 25p to Age UK for every woolly creation, which makes a difference to the lives of older people all over the UK.

The six videos feature sheep telling people to put their wool to good use and “start bleating knitting” by joining The Big Knit. Ewe heard it here first.


In one film, a newly shorn sheep discovers a passion for naturism; while in another, a gruff Highland sheep encourages people to stop scrolling through social media and start knitting tiny little hats. An East End geezer sheep offers to sort viewers out with as much wool as they need; and a polite lady sheep attempts to explain her reasons for getting involved with The Big Knit, while being constantly interrupted by another sheep’s fleecy behind in her face. A posh, rakish ram invites people to take his wool and put it to good use; and an overexcited west country sheep can’t help but shout about the campaign from the rooftops (or hilltop, to be specific).

Anna Clare, Head of Digital at Innocent says:

“Every year we’re blown away by the phenomenal response from knitters up and down the country, who get knitting (and crochet-ing) to help Age UK really make a difference to older people’s lives.  We have loved working with BMB (and some pretty persuasive sheep) on these videos, to announce this year’s campaign in style.”


Matt Lever, CCO at BMB says:

"We’re incredibly excited to begin our relationship with innocent with these silly but important films. And as lockdown 2.0 renders Zoom quizzes and thousand piece jigsaws, like, sooo ‘last season’, what better way to pass the time (and raise money for a good cause) than with those knitting needles your Nan bequeathed you and a big bag of wool?”


The films will run on You Tube (or should that be Ewe Tube?) and across innocent’s social channels from 20 November.

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The films were shot by Bafta-winning director David Kerr

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