Product

Evian, the natural mineral water with a rich mineral balance of natural calcium and magnesium, born in the great untouched nature of the French Alps. In the more than 200 years since inception, Evian has developed into a global brand available in around 130 countries throughout the world.

The Challenge

The “Live Young” global campaign was launched in Japan in July of 2010. The message of the Live Young campaign is simple: regardless of age or nationality, drinking the natural mineral water Evian-  with its natural mineral balance created in the natural environment of the French Alps – contributes to a healthy and positive lifestyle. The challenge was how we could convey that effectively with a limited media budget.

The Solution

What better way to promote “youth” than by the embodiment of it  - with babies. In the ‘Roller baby’ Evian TV commercial, cute babies give a spectacular dance performance on skates.  The babies, symbols of youth and innocence, give an agile, rhythmic performance that appeals to audiences around the world. The message is that the natural mineral balance in Evian, created over years by the geological formations in the French Alps, will give you the eternal youthfulness of an innocent baby.

Result

The commercial was registered in the Guinness Book of Records as ‘the most watched online advertisement’, with over 45 million views to date on YouTube. It has won a host of advertising awards throughout the world, and has also recently appeared in Japan for the first time as a TV commercial.