In the 20 years since evian launched its babies saga with the iconic “Live young” tagline, youth itself has changed. Young today doesn’t mean naive or passive. It’s not simple joie de vivre. Now, it’s active. It’s progressive. It’s vocal.
Which is why - for the first time ever - we decided to give the evian babies a voice.
In addition to the video, we released the full track (rapped by Jay Prince) plus an accompanying remix, on spotify. The two together have garnered over a half a million plays. Check out the remix below.
To help push the campaign on social media, we sent influencers traditional hip hop swag including t-shirts and a vinyl that was originally meant to be printed on plastic pressed from recycled evian bottles until science told us that was not possible.
In print, we posed a few of our baby ‘gangs’ from the film in all of their gaga-glory.
Executive Creative Director Rémi Babinet
Creative Director Nicolas Lautier
Art Director Erika Reyes
Copywriter Nick 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
Account Team Marielle Durandet, Charlotte Bals, Myriam Bounoughaz, Quentin Lefauconnier, Bouchra Laraki