Oh baby! Evian busts a new move

Evian is encouraging people to embrace their inner child with a new global campaign revolving around a 60-second video that features a roller-skating, breakdancing troupe of twinkle-toed toddlers.

Evian is encouraging people to embrace their inner child with a new global campaign revolving around a 60-second video that features a roller-skating, breakdancing troupe of twinkle-toed toddlers.

‘Live Young’ kicked off in June with a viral pre-launch on YouTube consisting of two teaser spots spliced from the vid. It was developed by Paris-based BETC Euro RSCG and Michael Gracey, who is part of the creative circle behind director Baz Luhrmann’s Romeo + Juliet and Moulin Rouge, and features the track ‘Rapper’s Delight,’ specially remixed for Evian by hip-hop producer Dan the Automator.

The 60-second spot launched at the beginning of July on YouTube along with a masthead ad that included streaming video. It all drives to Evianliveyoung.com, where visitors can access the spot and teasers, a making-of video, baby interviews and wallpapers. All content can be shared through social media.

The Canadian media plan by MPG Canada also sees Evian’s roller-breaking babies getting play on LCD screens in Mac’s convenience stores and independent retail locations in Montreal, Toronto, Vancouver and Calgary, which is a first for the brand according to Michael Thouin, senior brand manager, Danone Waters of America.

Audio will be used in tandem with the in-store video, for the first time ever, ‘in order to make sure there is maximum stopping power,’ says Thouin.

The campaign will run until the end of August, but the ‘Live Young’ positioning will remain as the brand’s tagline in its advertising going forward.