Campaign Development

The Big Knit

It all began with an idea. Back in 2003 innocent asked people to knit little woolly hats, then put those hats on their smoothies. For each one sold, 25p was donated to Age UK. Since then, incredible people all over Europe have knitted a shed load of hats, resulting in a huge amount donated to charity.

In my time at innocent I was lucky enough to work on the Big Knit, in a number of different capacities. It’s arguably one of their most well-known and loved campaigns, and it's a campaign that makes a difference.

I've led the development and production of several different AV assets. Additionally, I led an update of the global communications strategy behind it.  This focused on identifying the key insight behind what people thought about the campaign and finding new, disruptive ways to communicate about it in order to drive sales and build brand equity.