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Evian Baby Inside : Live Young Campaign

26 February 2014

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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