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Innocent's big knit campaign returns for its 18th year, with the brand donating 25p to Age UK for every woolly creation.

The ads feature a variety of talking sheep as they encourage the British public to put their wool to good use and "start bleating knitting". A newly shorn sheep discovers a passion for naturism, while a gruff Highland sheep encourages people to stop scrolling through social media and start knitting tiny little hats.

Meanwhile, 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.

The social campaign was created by Will Marsden and Jordan Down.