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Home / The Evian Babies are Back to Celebrate a New Way of Living Young

The Evian Babies are Back to Celebrate a New Way of Living Young



Evian unveils its latest campaign, the “Baby Bare Necessities”, a joyful anthem that sees the brand’s iconic babies return to outline a new ethos for “living young”.

In an increasingly fast-paced world with ceaseless swiping and constant notifications, the campaign suggests trusting that little voice inside all of us, that inner baby that reminds us that living young is about making conscious living choices, focusing on the things that really matter.

At the heart of the global campaign is a commercial, created by BETC, metaphor of positive life choices. It features the babies dancing, riding and singing their way through a hip-hop rendition of one of the great odes to a purposeful, natural life: The Bare Necessities from The Jungle Book.

The campaign marks a shift in tone, style and attitude for evian, as this time, the babies voice a message. “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,” said 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.”

Of the film, BETC Founder and Chief Creative Director Remi Babinet said, “We tried to capture all the wisdom and swagger of Baloo [the bear from the Jungle Book] in a way that still felt modern and celebratorEvian unveils its latest campaign, the “Baby Bare Necessities”, a joyful anthem that sees the brand’s iconic babies return to outline a new ethos for “living young”.

In an increasingly fast-paced world with ceaseless swiping and constant notifications, the campaign suggests trusting that little voice inside all of us, that inner baby that reminds us that living young is about making conscious living choices, focusing on the things that really matter.




At the heart of the global campaign is a commercial, created by BETC, metaphor of positive life choices. It features the babies dancing, riding and singing their way through a hip-hop rendition of one of the great odes to a purposeful, natural life: The Bare Necessities from The Jungle Book.”

Produced by Iconoclast, the film features a cameo from former world #1 ranked tennis player Garbiñe Muguruza, and music from rising rap star Jay Prince, who is set to release a full-length version of the track, as well as a remix, both available on music streaming platforms.

These assets are accompanied by print, digital out of home and on-pack activations that feature three baby ‘gangs’. They embody the new “Live young” ethos across 3 different mentalities: baby voguers, baby tennis players and baby bikers, all determined to live their life in a fresh, committed and optimistic way.

It is the first time evian has tied its “Live young” campaign to its commitment to becoming a circular brand by 2025 making all of its bottles from 100% recycled plastic (rPET).

To highlight the importance of everyone doing their part to keep the planet young, the film depicts a baby recycling a bottle, a nod to the recent “Flip It For Good” global initiative launched by evian to engage all of us around recycling by bringing fun and purpose to this simple yet impactful gesture.

The 45 second spot will air in France, UK, Switzerland, Belgium and Germany from the 12th of June and will see a slew of hip-hop merch-themed gear (records, shirts, etc.) launched on Instagram and available on evian global website.

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McDonald’s Create spoof Hype Brand ‘Schnuggs’ to launch Spicy Chicken McNuggets


McDonald’s and Leo Burnett London have launched an amusing campaign called ‘Schnuggs’ celebrating the release of new Spicy Chicken McNuggets, their hottest new product launch and the latest addition to its menu, available for seven weeks.

The campaign comprises a mixture of food focused content and short films showing models wearing custom made Spicy Chicken McNuggets apparel in aid of the hottest collaboration of the year – Spicy X Chicken McNuggets = Schnuggs. Drawing upon the love of Chicken McNuggets, the campaign is targeted at 16-24year olds and aims to tap into the cult-like brands this age group is infatuated by.

With brands like Supreme having consumers queuing outside stores from the early hours of the morning for the latest product drop, the campaign draws upon this culture to create a spoof clothing brand modelling the Spicy Chicken McNuggets.

The combination of this affinity driving content is supported by a burn visual identity that hit press and social a week before the campaign to tease spice lovers of the latest product release from McDonald’s. The intrigue was over on Wednesday 7th August with mysterious burn holes in the Metro announced the launch of Spicy Chicken McNuggets at McDonald’s.

Soon to become the most talked about food launch of the year, the social campaign will run across Instagram, Twitter, Facebook and YouTube. Further supported on Snapchat with a hilarious Spicy Chicken McNugget Face Lens that allows users to turn their face into a fire breathing Spicy Chicken McNugget. If this is not enough fun for you, the campaign will also feature Snapchat Marker Tech, one of the latest innovations in augmented reality which will bring the OOH posters to life through Snapchat

A series of GIFs and stickers have also been created that will live across digital channels allowing consumers to engage and interact with one another using the hot social currency.

Liz Whitbread at McDonald’s said “The Spicy Chicken McNuggets campaign is a very exciting product launch for us. An existing innovation to one of our most loved products and with Schnuggs, we’ve got a campaign to match.”

Graham Lakeland, Creative Director at Leo Burnett London, said: “We drew inspiration from these cult-like brands that have this young audience going crazy for their latest product. Therefore, creating a spoof ‘hype beast’ clothing brand to model our new Spicy McNuggets felt like a great fit. This, coupled with a mixture of food-focused posts helps us create a buzz to become one of the most talked about foods this year.”

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