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Evian’s Brand Building Babies

Much has been written about the long-running Evian ‘Live Young’ campaign starring babies. The undisputed consensus being that it is one of, if not the most viewed advertising campaigns of all time.

The ‘Roller Babies’ commercial most notably, made international headlines in 2009 when it was recognised by The Guinness Book of Records as the most viewed online commercial in the world at that time. It recorded 45 million plus views across various video sharing channels.

Babinet, Erra and Tong Cuong (BETC), Paris, France

The formative brand building collaboration between the BETC advertising agency and their client Evian over many years, has resulted in communication campaigns of sustained excellence.

1. Evian, Roller Babies

Advertising Agency: BETC, Paris, France

Brilliantly directed by Micheal Gracey and filmed in Melbourne, Australia and London’s Pinewood Studios, the commercial was viewed 4 million times in the first week of its online release to global acclaim.

2. Evian, Baby And Me

Advertising Agency: BETC, Paris, France

Pierre Dupaquier and Clement Durou who go by the name, ‘We Are From LA’, directed this Evian babies commercial. It motivated a staggering 20 million views on YouTube in two days and a 100 million after 10 weeks. It also achieved 6.9 million shares and four Cannes awards.

3. Evian, Baby Spider-Man

Advertising Agency: BETC, Paris. France

Directed by Tomas Skoging, the amusing and excellently crafted commercial immediately went viral even before its official release.

The integrated campaign that followed motivated 5.4 million impressions within 10 days.

4. Evian, Baby Bay

Advertising Agency: BETC, Paris, France

Filmed in South Africa and directed by James Rouse, the commercial builds on Evian’s hugely successful ‘Live Young’ theme. It motivated 123 million views on YouTube in the first weeks of airing.

5. Evian, Baby Bare Necessities

Advertising Agency: BETC, Paris, France

Directed by Iconoclast Production Company’s Vania & Muggia and filmed in Paris and Buenos Aires, the commercial features a cameo by Spanish- Venezuelan former world number one tennis player, Garbiñe Muguruza.

The soundtrack is a hip-hop remix by French electro artist Yukset of Disney Studio’s Jungle Book movie song ‘Bare Necessities’.

The campaign marks a noticeable shift in tone, and style for Evian which was explained by Evian Global Brand VP Patricia Oliva a follows:

“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.”

“Because living young today, is living with a sense of purpose, speaking up and advocating for a life that’s conscious and optimistic.”