Evian’s famous babies campaign is back once again and this time everything is oversized.
For the brand’s seventh iteration of the “Live Young” campaign from its creative shop, BETC in Paris, it wanted to go from showing babies to having its consumers experience what it might be like to see the world as a baby.
“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,” explained Patricia Oliva, Evian’s global marketing director. “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.”
“After the ‘Baby & Me’ campaign in 2013, which portrayed adults in front of their reflection as babies, this ‘Oversize’ campaign goes one step further by giving everyone the possibility to feel projected directly into a baby’s body,” said Marielle Durandet, vp at BETC, in a statement. “Whether you are a tennis champion, a business man, or a fashion victim, the message remains the same: youth lies within each and everyone of us, all we need to do is cherish this ‘Live Young’ spirit day by day.”
The campaign will have digital elements—including a Snapchat filter that is already available via a Snapcode on 300 million Evian bottles; it will be available to all users on June 10—as well as out-of-home billboards, social, event activations and a clothing line partnership with Rad.co. Brand ambassadors Maria Sharapova, Stan Wawrinka, Lucas Pouille, Madison Keys and Lydia Ko are featured in the campaign elements.