Evian (One of the brands in Water) wanted to position their product (water) as the one that can keep adults young at
heart. In order to accomplish that, they first came up with an ads which shows baby dances,
which can symbolize energy and youthfulness at the same time. By
focusing on that message, Evian brought its audience’s attention to a
societal norm that, 'everyone wants to become young again as they gradually
grow old.' In order to communicate the idea, Evian made a series of
advertisements on the theme of “Live Young”.
In the print campaign that followed, Evian launch an ads which contains Eight portraits by fashion photographer Nathaniel Goldberg show adults
wearing t-shirts with the screen printed image of a baby’s body, giving
the impression of what they looked like as babies. Each carries a bottle
of Evian.
The stars of the campaign are not models, but real people, actors
chosen for their strength, their authenticity, their freshness, their
diversity and their singularity. The creative stance adopted expresses
their true nature as opposed to onstructing artificial characters for
advertising purposes. Each model carries their bottle of evian in their
own unique way, wearing their own clothes and jewellery, their
individual style and their personality embodying the new strap line of
the brand: “Live Young”.
The “Baby Inside” campaign was commissioned by BETC Euro RSCG Paris.
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