Mind The Creativity Gap: Innocent

Each week, I make the most of my daily commute and give my take on some of the advertising on London Underground. Some of it's decent, some of it's crap. This week... Innocent.

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The original Innocent tube ad.

Innocent is known for its unique, conversational brand voice that comes across as chatty and fun. 

The original billboard focuses on the concept of having something extra. It playfully lists off occasions where having something extra is a good thing, including having a portal to another dimension in your wardrobe. 

While the copy concept ties in together well and is loyal to the informal tone of voice that people expect from Innocent, I'm not sure how well it ties in with the product itself.

Instead, I have focused on the concept that the drinks are good for you, keeping Innocent's conversation brand voice while listing out the 'good' ingredients of the drink. This allows the drinks themselves to remain the focus of the copy - providing a stronger all-round branding. 

My re-worked Innocent tube ad.

Get Lost: Edinburgh

I love traveling - and probably travel more than anyone I know - so it makes sense that I write about it. Get Lost is a series of short, snappy travel guides (250 words or under) where I write about the places I visit.

DRAPED MAJESTICALLY OVER CRAGGY HILLS THAT SLOPE OFF TOWARDS THE SEA, EDINBURGH IS A STATELY MASTERPIECE OF A CITY THAT OFFERS SO MUCH MORE THAN ITS ILLUSTRIOUS FESTIVAL.

Edinburgh’s medieval Old Town cascades down from the city’s iconic castle by way of the sumptuous Royal Mile and its labyrinthine web of streets and alleyways that tempt you to explore each and every one. On the other side of Prince’s Street Gardens, the elegant Georgian terraces of the New Town smoulder with boisterous pubs, smart eateries, and gleaming designer outlets.

Every year, Edinburgh’s dramatic centre provides the perfect backdrop for some of the world’s most captivating festivals. The New Year is welcomed in with the city’s riotous Hogmanay celebrations, while spring sees Calton Hill ablaze with Beltane parties. At the height of summer the entire city becomes a stage, hosting artists and performers from all corners of the globe for its wildly popular Fringe festival.

Recently recognised by UNESCO as a “World City of Literature,” Edinburgh is a story that enchants with page turned. It’s filling up on gossip and potato cakes over breakfast with friends in the Old Town. It’s standing firm against the battering winds atop Arthur’s Seat just to catch the best views over the city. It’s wandering down an icy Prince’s Street as the sound of Auld Lang Syne slides softly past.

Edinburgh is a tale you’ll want to read again and again.

Copy That

Stick or Twist?

There wasn't one single moment that made me twist.

It had been coming for a while and by the time I actually made the decision to become a copywriter, I might as well have made the decision to go on holiday. Leaving my comfortable, if not illuminating, job behind and setting out on a career in something that I had been doing anyways seemed like the most logical choice.

The only difficult thing was understanding why I hadn't done it before.

So this is me, starting out on a brand new career path. 

And this is my blog, which is all about copywriting. 

Enjoy!