BETC has launched a new Evian campaign that builds on its ownership of Live Young and its connection to babies that began in 1935, when Evian water was first recommended as an ideal water for babies, due to its pH-neutral mineral composition.
BETC began using babies in 1998 to underline the youthful, rejuvenated feeling that Evian says its water gives bodies. The side-by-side “twin” image idea was first created to support the Baby & Me commercial in 2013.
In the 2015 campaign, the grown-up and baby versions of people are not twins, but halves. Adult legs are paired with a baby’s head and torso to create a “sort of live before and after,” BETC explains.
The outdoor campaign will run in the UK, France and Switzerland, cleverly placed on closing doors in places like trains and elevators as well as poster sites.
Creative credits:
Agency: BETC
Executive creative director: Filip Nilsson
Creative director: Agnès Cavard
Copywriter: Valérie Chidlovsky
Photographer: Jean-Yves Lemoigne
