July 2009
Evian Natural Spring Water unveils a new entertaining global advertising campaign and a new signature message, ‘Live Young,’ the ultimate expression of Evian brand values, including origin, health and youth.
The worldwide kick off began with a viral pre-launch and online infiltration via YouTube in the U.S., France, UK, Germany, Canada and Japan. The energy-filled television spots rolled out in select geographies in: 60, :30, and: 15 short films directed by the award-winning Michael Gracey (also available for viewing on the brand's new Web site, www.evianliveyoung.com).
Bursting with an infectious energy and love of life, the new ads portray lively, happy babies roller break-dancing to a remix of the hit Rapper's Delight by hip-hop producer Dan the Automator, connecting consumers to their inner youth.
"To Evian, youth is not a matter of age, but a mindset–a youthful mindset that is optimistic, believes that everything is possible, and is curious and eager to discover the world - much like that of a child," said Jerome Goure, VP marketing for Danone Waters of America, the exclusive importer and marketer of Evian in North America.
"The babies in this campaign exemplify this attitude and the celebration of adding life to your years."
Evian natural spring water is precious and pure; a miracle of nature! Every drop of Evian takes more than 15 years to filter through mineral rich glacial sands in the pristine French Alps, providing a uniquely balanced mineral composition and natural purity. It is only appropriate that the brand's new ad campaign should depict babies, a universal symbol of what is precious and pure, and embody the unique attributes of Evian Natural Spring Water.
The new ad campaign personifies the ‘Live Young’ message in a humorous and entertaining fashion with a pop-culture slant. Directed by Michael Gracey (part of the creative circle behind Baz Lurhman's ‘Romeo and Juliet’ and ‘Moulin Rouge‘), 96 babies were filmed for the spots, which feature roller break-dancing routines set to a Rapper's Delight remix by Dan the Automator. The famed California hip-hop producer's remix will be available as an MP3 from all major international digital download sites, just one way Evian is placing the Web at the heart of this campaign.
"The campaign is an enthusiastic modern-day musical production, involving the sharpest contemporary artists like Dan the Automator and Michael Gracey," said Remi Babinet, the founder of BETC Euro RSCG and global creative director of the Euro RSCG network.
"It makes use of a number of platforms: music, film, internet and design and reinforces Evian's position as an influential, contemporary worldwide brand."
Evian's new Web site, www.evianliveyoung.com (also accessible via www.evian.com) hosts the two viral films and other digital teasers such as: the audio remix, ‘making-of’ clips, and ‘interviews’ with select babies from the film sharing anecdotes from the set.
In addition to the television and online debut this summer, the ‘Live Young‘ campaign will be featured at upscale consumer events around the world, including the Evian Masters Women's Golf tournament in July and the US Open Grand-Slam tennis tournament in August through September.
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