evian

evian

April 19, 2011 06:00 ET

The Babies Are Back: evian® Announces Launch of New Live young® Campaign

New Global Commercial Features the Return of the Famous evian® Babies, and This Time They're Looking for Co-Stars

TORONTO, ONTARIO--(Marketwire - April 19, 2011) -

Editors Note: There are three photos associated with this press release.

Two years after the worldwide success of the roller babies commercial, which achieved Guinness World Record status for most viewed ad on the Web and continues to top YouTube charts, evian® announces today that the babies are back in a new Live young® campaign. This time around, the evian® babies have hung up their skates and are dancing their way back into pop culture through the new "Baby Inside" commercial. And now, consumers have a chance to become a part of the campaign.

With this new campaign, evian® is reasserting its vision of youth as a positive, universal value that everyone shares. The Live young® spirit shines through in the new commercial, which is hosted at http://www.youtube.com/watch?v=Q3oPZwXsxfI and features portraits of people wearing evian's popular 'baby inside' t-shirts edited together into a flipbook-style commercial that brings the babies to life with their best moves yet.

To further bring the campaign to life, an interactive, user-generated version of the commercial will be released on the web at www.LetsBabyDance.evian.com. This fun, innovative application, accessible both online and through an iPhone application, will invite users into the Live young® universe, where with just a few clicks they can become actors in the video and grab their own four frames of fame.

"The relationship consumers have with brands has changed. People want to communicate, interact and co-create with them. We saw this with the roller babies commercial that generated more than 300 spontaneous remixes online," said Jérôme Goure, vice president of marketing for Danone Waters of America, the exclusive importer and marketer of evian® in North America. "That's why evian® is releasing more than just an advertising campaign. This time, we are promoting the Live young® spirit with an immersive brand experience that allows consumers to become a part of the new campaign and show that youth is not just a question of age, but more importantly, a state of mind."

The Commercial

Developed by BETC Euro RSCG and produced by Legs from the famous MILK Studios in New York, the commercial uses stop-motion technology and is based on the simple principle of childhood flipbooks. Men and women, wearing a t-shirt printed with babies in different poses, appear one by one to the beat of the music, creating the illusion that the babies are dancing. The people in the video were found through a street casting in New York City where the directors asked charismatic people of different ages and styles to participate. The commercial will also debut at Yonge-Dundas Square in Downtown Toronto on April 19.

The Online User Experience

Fans will have the chance to grab their own four frames of fame in the interactive, online version of the commercial. All that's needed is a plain white t-shirt and a visit to www.LetsBabyDance.evian.com or the evian Let's Baby Dance iPhone App. After participating, users can search by country, name or city to see which friends have joined the evian® Live young® BabyDance movement. And maybe, we all together can create the world's longest music video…

The Music Behind the Commercial

The music, which expresses the energy and freshness of youth, plays an essential role in this commercial designed to look like a music video. A version of "Wordy Rappinghood" by Tom Tom Club was selected, remixed by DJ Mehdi with Uffie for the online version. In tribute to the "Roller Babies" film, the TV version will be broadcast with a new remix of "Rapper's Delight."

Looking for Live young® inspiration? Visit Facebook.com/evian for updates and to learn how you can participate in the evian® Live young® experience.

About evian®

evian® is all natural and perfectly pure.

Every drop of evian® is filtered naturally through layers of glacial sand during a 15+ year journey deep in the heart of the Northern Alps, giving it the purity and taste that nature intended.

More information can be found on www.evian.ca, and www.facebook.com/evian. To watch the new clip, visit http://www.youtube.com/watch?v=Q3oPZwXsxfI.

CREDITS:
Client: evian
Michael Aidan
Cecile Turkel
Florence Bossard
Frederic Guichard
Tom Pullen
Elsa de Guzman de Saint Nicolas
Agency: BETC EURO RSCG
Agency Supervisors:
Marielle Durandet
Dominique Verot
Gaelle Gicqueau
Isabelle Picot
Antoine Clemenceau
Creative Director, Remi Babinet
Art Director, Agnes Cavard
Copywriter, Valerie Chidlovsky
Assistant Art Director,
Gregory Ferembach
Media Strategy Manager, Martine Picard
BETC Digital
Agency Supervisors:
Stephanie Mayer
Florian Cuminal
Julien Chaillou
Guillaume Audureau
Creative Director, Ivan Beczkowski
Art Director, David Tamayo
Development: Grouek/Touaregs
iPhone application development:
userADgents
Production
TV Producer, Fabrice Brovelli
Production house: Wanda Production
Directors, The Legs
Music: BETC Music
Music Supervisor, Christophe Cauret
Songs & Artists: €
"Wordy Rappinghood," Uffie (produced
by DJ Mehdi) and "Rapper's Delight,"
Dan the Automator
Media plan: international campaign
broadcast on TV, in cinema, online,
at points of sale and events (France,
Germany, UK, Belgium, Switzerland,
United States, Canada, United Arab
Emirates, China, Singapore, etc.)
All baby inside content is available
on the YouTube channel and facebook
fan page.
Lengths: 90", 60", 30", 20", 15"

To view the photos associated with this press release, please visit the following links:

http://www.marketwire.com/library/20110418-evian1800.jpg

http://www.marketwire.com/library/20110418-evian2800.jpg

http://www.marketwire.com/library/20110418-evian3800.jpg

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