The evian babies are back and showing grown-ups what matters – a shift in tone, style and attitude for evian. This time around, the singing dancing babies are advocates for living young and they have an anthem that underscores their philosophy of life. It’s a hip-hop rendition of the famous song, The Bare Necessities, from The Jungle Book.
BETC founder and chief creative director, Remi Babinet, noted, “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 celebratory.”
“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,” BETC stated.
“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 vice president, Patricia Oliva. “Because today living young is living with a sense of purpose, speaking up, advocating for a life that’s conscious and optimistic.”
The 45-second film, which was produced by Iconoclast, includes 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. The film will air in France, UK, Switzerland, Belgium and Germany supported by hip-hop merch-themed gear (records, shirts, etc.) launched on Instagram and available on the evian global website.
The full campaign also includes print, digital out of home and on-pack activations that feature three baby gangs – baby voguers, baby tennis players and baby bikers – all determined to Live Young in a fresh, committed and optimistic way. 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 brand’s recent Flip It For Good global initiative that encourages everyone to recycle.
Art Director: Erika Reyes
Copywriter: Nicholas Bakshi
Assistant Art Directors: Olivier Bellemare & Anthony Tavares
Strategic Planner: Alexandra Evan
Traffic: Nathalie Sanseigne
Production Company: Iconoclast
Sound Production: Green United Music
Photography: Fabien Barrau @ Mikros & Kenneth Foo
Art Buyer: Christine Lefers
Production & Post Production: Iconoclast & Mikros
Client Management: Patricia Oliva & Lucas Sala Bufill