As the simplest form of purity and youth, Evian and BETC Paris are back with the babies for the seventh “Live Young” campaign!
The last year’s Kokomo campaign was very fun to watch, especially if you are a Beach Boys fan! This year, in collaboration with BETC Paris, Evian is back once again with the babies and they took over Snapchat while wearing oversized clothes.
The brand has produced a limited edition lens for Snapchat, which can go live for 24 hours across the US, UK, Belgium, France, Germany and the Netherlands. Later on, the app will be available worldwide via a Snapcode on 300m Evian bottles on June 10. Plus, Geofilters have been introduced and will change every week.
Featured in the outdoor billboards of the campaign, the global ambassadors of the brand are Maria Sharapova, Lydia Ko, Stan Wawrinka, Madison Keys and Lucas Pouille.
Besides the oversized clothes for babies, an oversized clothing line for the grown-ups has made in partnership with Rad.co and promoted in Galeries Lafayette of Paris. The collection included oversized unisex hoodies, t-shirts and tote bags.
Patricia Oliva, Global Marketing Director at Evian, explained the purpose of the campaign:
For us, babies are a way to use the metaphor to explain our promise: that when you drink Evian we awake the baby inside you. There is joy and wonder when you see the world through the eyes of a baby. When you see yourself as a baby you see the world as oversize.
We’ve chosen to specifically adapt to our core target’s lifestyle habits with a clear focus on digital and social media, as well as exclusive collaborations. Thanks to the limitless possibilities of digital platforms, our Evian Oversize campaign will make it possible to experience the world through the eyes of a baby and reconnect with our inner youth.
We hope to see more of these ‘Baby & Me/Live Young’ campaigns in the next years, because the babies are too cute to look at!