Evian: Roller Babies
Evian tasked BETC Paris with refreshing its brand image, aiming to resonate with a younger, global audience. The client wanted to position Evian as a youthful, energetic brand, moving beyond its traditional perception. The core challenge was to create a highly memorable and shareable campaign that would embody the brand's "Live Young" philosophy and significantly boost global engagement.
Creative Idea
Evian created a video of babies performing impressive roller skating moves.
Evian created a viral marketing campaign featuring babies performing impressive roller skating moves, using the power of cuteness and unexpected humor to capture viewers' attention. The campaign aimed to position Evian as a youthful, energetic brand by showing babies skating with incredible skill, which made the video memorable and shareable across global audiences.
Creative Strategy Deconstructed
Company
Evian leverages its 'Live Young' brand platform, rooted in the mineral purity of the French Alps, to position water as a source of cellular-level rejuvenation.
Category
The bottled water category historically relied on clinical purity claims and static mountain imagery, lacking emotional resonance or a distinct lifestyle identity for consumers.
Customer
Consumers crave a sense of effortless vitality and playfulness to escape the mundane, looking for products that promise a feeling of internal and external youth.
Culture
The emerging viral video era of the late 2000s rewarded high-concept, visually surprising content that used 'cuteness' and humor to transcend language and cultural barriers.
Company
Evian leverages its 'Live Young' brand platform, rooted in the mineral purity of the French Alps, to position water as a source of cellular-level rejuvenation.
Category
The bottled water category historically relied on clinical purity claims and static mountain imagery, lacking emotional resonance or a distinct lifestyle identity for consumers.
Strategy:
Dramatize the Live Young promise through CGI babies to transform functional hydration into a symbol of infectious, youthful vitality.
Customer
Consumers crave a sense of effortless vitality and playfulness to escape the mundane, looking for products that promise a feeling of internal and external youth.
Culture
The emerging viral video era of the late 2000s rewarded high-concept, visually surprising content that used 'cuteness' and humor to transcend language and cultural barriers.
Strategy:
Dramatize the Live Young promise through CGI babies to transform functional hydration into a symbol of infectious, youthful vitality.
Strategy Technique
Exaggerate to Reveal the Truth
The campaign exaggerated youth and vitality through skilled roller-skating babies. This amplified the 'Live Young' philosophy, making the brand's energetic message unforgettable.
Explore Technique
Creative Technique
Reverse Expectations
The campaign subverted expectations by showing babies performing complex roller skating moves. This unexpected visual created surprise and humor, making the ad highly memorable and shareable.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional primarily due to its innovative and flawlessly executed visual effects, combined with brilliant casting and art direction, which together create a surprisingly believable and delightful spectacle.
The seamless integration of realistic babies performing complex, synchronized dance and skate moves is a technical marvel, making the unbelievable believable and central to the ad's charm.
The selection of babies with distinct, expressive personalities who 'perform' their roles with natural charisma significantly enhances the ad's comedic and endearing qualities.
The iconic 'Rapper's Delight' is perfectly chosen, instantly recognizable and provides a driving, energetic rhythm that is perfectly synced with the babies' movements, elevating the entire experience.
The editing maintains a crisp, dynamic pace that keeps the energy high, skillfully cutting between different dance formations and baby expressions to maximize impact and humor.
The magic of this campaign truly comes from the synergy between the groundbreaking visual effects that bring the dancing babies to life, the perfect choice of an iconic hip-hop track, and the delightful art direction and casting that collectively create an unforgettable and joyous brand experience.
