Evian is leaving its famous babies behind but not the idea of youthfulness. BETC Paris and evian are inviting the world to discover The Mountain of Youth, a new global brand platform that promotes a playful mindset and reignites the brand’s Live Young brand signature.
The BETC campaign twists universal magic water myth, the Fountain of Youth, to remind people of evian’s heritage of the pristine French Alps, where evian’s mountain-made mineral water is sourced through 15 years of natural filtration through Alpine glacial rocks. The hero commercial is a fantasy that features a magical three-peaked land guarding the evian water, where a group of mountain fairy-like people called evianers live. They are youthful, light-hearted, and cheeky. An intrepid explorer, who travels across the Alps in search of the Mountain of Youth is teased by the playful evianers’ games.
The film was produced by Wanda and directed by Henry Scholfield, whose fame is built on music videos for artists such as Dua Lipa, Billie Eilish and Rosalia as well as commercials for brands such as adidas, Stella Artois, Opel Corsa and Samsung. The Mountain of Youth universe is set to the track, Joym by Pharrell Williams.
For print and OOH, BETC and evian worked with fashion photographer, Dario Catellani, to illustrate slice of life moments of the mischievous evianer tribe. These include three shots of an evianer using the body of a snowman as a yoga ball to stretch under the eyes of the surprised snowman head, a mother and child cheekily leaving yeti footprints in the snow using their bigger than life yeti sized snow boots and a couple of senior evianers gleefully jumping into an ice hole as if it were a kids’ pool.
Some of these feature evian’s global brand ambassadors such as tennis stars, Emma Raducanu, Frances Tiafoe and Stan Wawrinka, playing tennis in snow rackets under the eyes of a snowman referee and evian ambassador, French golf champion, Celine Boutier, playing golf on ice skates on a frozen lake.
Henry Scholfied, commented, “I loved how this concept is actually an excellent life philosophy, Live Young, cleverly disguised as a brand campaign. I wanted this irreverence and joie de vivre to come to life in each of our depictions of their world, from what they do to what they wear, whilst capturing the spirit of the Mountain of Youth, and its inhabitants who are a lotta bit mischievous and a little bit wild.”
Antoinette Beatson, VP & ECD BETC Paris, added, “Great excitement on the part of both evian and BETC teams as we pick up where we left off and continue the amazing Live Young saga. Our new The Mountain Youth concept sheds a new light on youthfulness while keeping the DNA of the brand.”
Dawid Borowiec, evian, stated, “evian has a strong heritage in iconic advertising. Our new campaign, the Mountain of Youth, continues that tradition with fabulous images and stories full of French chic and unconventional flair that are so typical of evian. We hope The Mountain of Youth will help evian achieve its purpose of inspiring people to live young – embracing a rejuvenating, youthful lifestyle, no matter your age.”
Credits:
Client: evian
Brand Team: Antoine Portmann, Dawid Borowiec, Isabella Bertin
Creative Agency: BETC Paris
Agency Management: Mercedes Erra, Dominique Verot, Anne-Laure Brunner, Marie-Alice Poisson, Lauryane Sam, Alice Morel, Amelie Velly
Chief Creative Officer: Remi Babinet
Executive Creative Director: Antoinette Beatson
Creative Director: David Martin Angelus
Art Director: Aurelie Scalabre
Copywriters: Olivier Mille, Nadia Doherty
Assistants Art Directors: Florian Padilla, Romane Bouvrain, Justin Reich
Strategic Planners: Clement Boisseau, Alexandre Ben-Soussan, Tomas Couvry
Creative Resources Coordinator: Elodie Diana
Creative Producer: Laure Denizot
Production Company: Wanda
Director: Henry Scholfield
Art Buyer: Stephanie Giordano
Photographer: Dario Catellani
Sound Company: GUM
