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Innocent Escapes

Award: Wood Pencil

Wood Pencil / Online / Primary Brand Websites / 2006

Part guilty pleasure, part romantic parody, Innocent Escapes serves as an online getaway for women needing to add a bit fantasy to their everyday lives. Through a series of short clips, women can indulge in a cyber-romance where they have the undivided attention of the perfect man: strong yet sensitive, he’ll teach you how to saw wood while also writing a poem about your perfect new haircut. Innocent Escapes was an extremely successful and highly viral initiative that compelled women to invest time in the brand and generated an impressive amount of talk value. Innocent Escapes received 980,189 users in the first three months it was live, with visitors spending an average of 20 minutes on the site (a combined total of more than 36,000 hours with the brand). The press coverage of Innocent Escapes was immediate and positive, with more than 22 million non-paid media impressions to date.

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