Evian: Waterboy
Evian aimed to refresh its brand image and connect with a younger audience, moving beyond simple hydration. They needed a campaign that would dramatize the unique, revitalizing qualities of Evian water, inspiring consumers to embrace resilience and personal growth. The goal was to build emotional resonance and increase brand relevance.
Creative Idea
Evian personified water as a resilient creature, overcoming challenges to Queen's anthem.
Evian personified water as "Patty-O-Rhyme," a resilient, playful creature that overcomes challenges and transforms, set to Queen's "We Will Rock You," to symbolize the revitalizing and empowering nature of Evian water, encouraging consumers to embrace their inner strength.
Creative Strategy Deconstructed
Company
Evian could credibly deliver a message about water's inherent purity, resilience, and transformative power, stemming from its natural source.
Category
The bottled water category typically focuses on refreshment, purity, or athletic performance, often using serene nature imagery or active lifestyle shots.
Customer
The audience sought a feeling of revitalization and empowerment, desiring a product that could symbolize resilience and help them overcome daily challenges.
Culture
The cultural context embraced anthems of collective strength and individual perseverance, making a song like "We Will Rock You" resonate widely.
Company
Evian could credibly deliver a message about water's inherent purity, resilience, and transformative power, stemming from its natural source.
Category
The bottled water category typically focuses on refreshment, purity, or athletic performance, often using serene nature imagery or active lifestyle shots.
Strategy:
Personify a natural element to symbolize inner strength and transformative potential.
Customer
The audience sought a feeling of revitalization and empowerment, desiring a product that could symbolize resilience and help them overcome daily challenges.
Culture
The cultural context embraced anthems of collective strength and individual perseverance, making a song like "We Will Rock You" resonate widely.
Strategy:
Personify a natural element to symbolize inner strength and transformative potential.
Strategy Technique
Build a Brand Myth
Evian created the mythical character Patty-O-Rhyme to embody water's transformative power and resilience. This narrative elevates the brand beyond a simple product, giving it a compelling, aspirational story.
Explore Technique
Creative Technique
Story-Driven Campaign
The campaign follows Patty-O-Rhyme's journey, a water creature overcoming obstacles and transforming. This narrative arc effectively dramatizes the product's benefits through an engaging, evolving character.
Explore Technique
Craft Breakdown
The campaign's craft is exceptional due to its fluid and creative 2D animation, which brings simple shapes to life with dynamic character design and environmental interaction, all underscored by an iconic and perfectly integrated musical track.
The fluid, morphing, and interactive 2D animation is central to the ad's charm and effectiveness, making the simple water character incredibly expressive and versatile.
The iconic "We Will Rock You" song is brilliantly reinterpreted and integrated, not just as background music, but as a driving force for the narrative and a core element of the ad's message of overcoming challenges.
The minimalist yet vibrant visual style, with its clean lines, bold colors, and clever use of negative space, creates a distinct and memorable aesthetic for the campaign.
Beyond the music, the playful sound effects for splashes, jumps, and character interactions enhance the dynamic nature of the animation and the character's personality.
The brilliant synergy between the fluid, minimalist animation and the driving rhythm and vocal participation of Queen's "We Will Rock You" is what truly elevates this campaign, making it both visually compelling and audibly unforgettable.
