Thoughts from May 2010

the world's first head mounted iPhone App

Here's one last update on the AGM consumer cam before it launches as 'the world's first head mounted iPhone application' with a fanfare tomorrow morning. If only Tomorrow's World was still on the telly we'd be famous for something other than smoothies. Potentially.


What's it all about?

To mark our 3rd annual innocent AGM this Saturday May 22nd 2010 we have commissioned London design partnership RIG to create a 'consumer cam' which will record the day's events live from an attendee's head. This hat mounted live feed consists of an iPhone, hosting a bespoke app that takes photos every few minutes, elegantly sellotaped to a climbing helmet. These photos are then uploaded to the dedicated website which is fed by flickr and twitter and geo location updates live from the consumer cam for around 8 hours on the day of the AGM (10am-6pm).


Who's going to wear it?
In the full spirit of social media democracy, we invited our community of digital followers on twitter, facebook and those in the innocent family to apply to wear the hat on the day. Luke Wicker (@lukeandwilf) was chosen as the final winner to wear the camera with Jo Walters (@jowalters) acting as his understudy in case of illness.

How was it made?
The iPhone app automatically uploads geotagged photos to Flickr. A bespoke website then weaves these with messages from @innocentAGMcam on twitter to provide a single place for Luke's perspective on the event. The idea was worked up over a fry-up around the corner from the RIG studio from an original brief to ‘interpret the AGM from a consumers perspective along side innocents own’. The consumer cam was tinkered together over the space of 4 weeks in the RIG studio. Progress reports on it’s development can be found in the AGM category of innocent’s daily blog.

And here's what it currently looks like. Be sure to tune in between 10am to 6pm on Saturday (the actual AGM bit is from 12 noon to 4pm) or check back next week to view the full archive.


This is Richard. He works at Center Parcs in the beautiful countryside around Longleat. He's mown a lot of grass in his eleven years there, but had never taken on a challenge like one of our grassy vans.


He told us it's the best day's strimming he's ever had. We might get him along to Fruit Towers to tidy up the borders on the rest of our fleet.

the kids are alright

25 mums and dads, 35 kids, one fantastic face painter and a walking smoothie descended on Fruit Towers last Saturday for a morning of fruit filled fun.


There was bird feeder making with Tansy.

Bird feeder

Colouring in and magnet art with Ben.


Smoothie making workshops in the kitchen with Eleanor and Lucy F.

Guess the fruit

Fruit hat making with Kat and Gayle.


The chance to chat to Ness all about healthy eating tips for kids.


And the chance to test our brand new kids website.

All of which was thirsty work so Alison and Abi were on hand to serve refreshments which included lots of yummy carrot and courgette cakes made by Abi's lovely sister.

Healthy cakes

However, the highlight of the morning for the kids seemed to be the chicken (which everyone under 4ft tried to take home)


Closely followed by Ben being covered in glitter.

Everyone gave us their healthy tip for getting fruit and veg into kids as they left and you can print your very own copy right here (just click on the image below to make it really big).
Tips pagefinal

AGM countdown...

Our AGM is taking place this Saturday and preparations are well under way.

The welcome arch is firmly in place.


The beans bags have been plumped.


The grass has been hoovered.


And desks everywhere are being frantically tidied to make sure everything is in ship shape, tip top condition for Saturday.

The consumer cam is currently sat on Ted's desk (and spookily on his computer screen too).


If you can't wait till next week's update, you'll be able to get up-to-the-minute updates right here, live from Luke's head on the day.


Thanks to everyone who submitted and voted for questions to be put to Rich, Adam and Jon in the Q&A session.

We've counted up the votes and the top six questions that will be asked on the day are as follows:

1. Will you ever expand to the United States? We have nothing as good here.

2. Does innocent have any plans to introduce a kind of veg pot that doesn't have to be heated?

3. Are you able to make a smoothie entirely from ingredients grown in Great Britain - even if it is only a seasonal one?

4. What is going to change now that Coca Cola is a major shareholder in the company?

5. Will you consider lowering the price of your veg pots to make them a more affordable option at lunch time?

6. Why oh why is there no more innocent village fete? It is my favourite thing to do in London. Will it be coming back?

Big thanks to Nannina, Lilly, Simon, Michael, Sam and Lors for their winning questions.

We'll post a full debrief of the day's events right here next week.

For now, it's all hands to the desk tidying.