Baby Inside from Evian
- Cannot read? Report an issue
Two years after the worldwide success of the roller babies (which set the record for the world’s most viewed online advert ever, confirmed by the Guinness Book), evian and BETC Euro RSCG are happy and proud to announce the birth of their new baby: a “Live young” campaign orchestrated around a completely unique, innovative and interactive package.
With this new campaign, evian is reasserting its vision of youth as a positive, universal value that each one of us shares. The light, refreshing spirit of Live young shines through a series of portraits, showing that youth is not just a question of age, but more importantly, a state of mind. Once again, evian has chosen babies as the symbol to represent it.
The relationship with brands has changed. These days, people want to communicate, interact and co-create with them: roller babies generated more than 300 spontaneous remixes online! That’s why evian is releasing more than just an advertising campaign. This time, it is promoting the Live young spirit with an immersive brand experience.
a film, an interactive music video and the campaign t-shirt, to make “Live young” even more alive and younger!
The stop-motion film is based on the simple principle of the flipbooks from our childhood. Men and women, wearing a t-shirt printed with babies in different poses, appear one by one to the beat of the music, creating the illusion that the babies are dancing. The film was produced by Legs from the famous MILK Studios in New York. The people in the video were found through a street casting – the directors asked charismatic, edgy looking people of different ages and styles on the street to participate.
The music, which expresses the energy and freshness of youth, plays an essential role in this film designed to look like a music video. A version of “Wordy Rappinghood” by Tom Tom Club was selected, remixed by DJ Mehdi with Uffie. In tribute to the roller babies film, the TV version will be broadcast with a new remix of “Rapper’s Delight.”
The music video
To build on the film, an interactive music video will be released on the web. This funny, innovative application, accessible both online and for iPhone, will invite users into the Live young universe, where with just a few clicks they can become actors in the video and see “their own baby,” or their friends’ babies, dance to the music just like Michael Jackson or James Brown! And maybe, if they all work together, they can create the world’s longest music video…
There will also be opportunities to participate in the clip during major sporting events: Evian Masters, Wimbledon, US Open, Australian Open.
Elsa de Guzman
Agency: BETC Euro RSCG
Creative Director, Rémi Babinet
Art Director, Agnès Cavard
Copywriter, Valérie Chidlovsky
Assistant Art Director, Gregory Ferembach
Media Strategy Manager, Martine Picard
Creative Director, Ivan Beczkowski
Art Director, David Tamayo
iPhone application development: userADgents
TV Producer, Fabrice Brovelli
Production house: Wanda Production
Directors, The Legs
Music: BETC Music
Music Supervisor, Christophe Cauret
Songs & Artist:
“Wordy Rappinghood,” Uffie (produced by DJ Mehdi) and “Rapper’s Delight,” Dan the Automator
Media plan: international campaign broadcast on TV, in cinema, online, at points of sale and events (France, Germany, UK, Belgium, Switzerland, United States, Canada, United Arab Emirates, China, Singapore, etc.)
All baby inside content is available on the YouTube channel and facebook fan page.
Lengths: 90’’, 60’’, 30’’, 20’’, 15’’