Evian's babies are back, and they're still livin' young after all these years.
Though they've outgrown the U.S. market (replaced by millennials in recent campaigns), the tots display their trademark joie de vivre in this 45-second spot running in France, the U.K., Germany and other European territories.
They bust hip-hop moves to rapper Jay Prince's version of "The Bare Necessities" from Disney's The Jungle Book. And they pop wheelies in rush-hour traffic, show up former No. 1 tennis player Garbiñe Muguruza on Center Court at Wimbledon, and even recycle their plastic bottles.
Created by BETC Paris, the work retains the familiar "Live Young" theme, though we're told it represents a growth spurt for the brand, with the tykes now reminding viewers to live a purposeful, natural life.
"We've been using babies for more than a decade as a metaphor of youth, and today we wanted to give the babies a voice," says Evian global brand vp Patricia Oliva. "Because today, living young is living with a sense of purpose, speaking up, advocating for a life that's conscious and optimistic."
As for the song selection, "at a time when everything seems unnecessarily complicated, we really wanted to advocate for people slowing down, being a little more thoughtful, sticking to what's natural, and that's exactly what the song is about," says agency copywriter Nicholas Bakshi. (A full-length version of the song, plus a remix, will soon be released.)
Is there more to the campaign? Baby, you know it!
Three infant "gangs"—voguers, bikers and tennis players—toddle through print, digital and OOH ads. Branded hip-hop-themed merchandise (including t-shirts with "Baby Advisory" warnings for "Exquisite Content") will crawl across Evian's global website.
Phew, that's a lot going on. They'll sleep like babies tonight!
Client Management: Patricia Oliva, Lucas Sala Buffil, Bérenice Charles
Agency Management: Marielle Durandet, Charlotte Bals, Myriam Bounoughaz, Quentin Lefauconnier, Bouchra Laraki
Executive Creative Director: Rémi Babinet
Creative Director: Nicolas Lautier
Art Director: Erika Reyes
Copywriter : Nicholas Bakshi
Assistant Art Directors: Olivier Bellemare, Anthony Tavares
Music Creative Director: Christophe Caurret
Strategic Planning: Alexandra Evan
Traffic: Nathalie Sanseigne
TV Producer: Fabrice Brovelli
Production House: Iconoclast
Sound Production: Green United Music
Directors: Vania & Muggia
Photography / Composition: Kenneth Foo, Fabien Barrau
Art Buying: Christine Lefers
External Production: Iconoclast / Mikros