evian unveiled its latest campaign, the “Baby Bare Necessities”, a joyful anthem that sees the brand’s iconic babies return to outline a new ethos for “living young”.
In an increasingly fast-paced world with ceaseless swiping and constant notifications, the campaign suggests trusting that little voice inside all of us, that inner baby that reminds us that living young is about making conscious living choices, focusing on the things that really matter.
At the heart of the global campaign is a commercial, created by BETC, metaphor of positive life choices. It features the babies dancing, riding and singing their way through a hip-hop rendition of one of the great odes to a purposeful, natural life: The Bare Necessities from The Jungle Book.
The campaign marks a shift in tone, style and attitude for evian, as this time, the babies voice a message. “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,” said evian Global Brand VP Patricia Oliva. “Because today living young is living with a sense of purpose, speaking up, advocating for a life that’s conscious and optimistic.”
Of the film, BETC Founder and Chief Creative Director Remi Babinet said, “We tried to capture all the wisdom and swagger of Baloo [the bear from the Jungle Book] in a way that still felt modern and celebratory.”
Produced by Iconoclast, the film features a cameo from former world #1 ranked tennis player Garbiñe Muguruza, and music from rising rap star Jay Prince, who is set to release a full-length version of the track, as well as a remix, both available on music streaming platforms.
These assets are accompanied by print, digital out of home and on-pack activations that feature three baby ‘gangs’. They embody the new “Live young” ethos across 3 different mentalities: baby voguers, baby tennis players and baby bikers, all determined to live their life in a fresh, committed and optimistic way.
It is the first time evian has tied its “Live young” campaign to its commitment to becoming a circular brand by 2025 making all of its bottles from 100% recycled plastic (rPET).
To highlight the importance of everyone doing their part to keep the planet young, the film depicts a baby recycling a bottle, a nod to the recent “Flip It For Good” global initiative launched by evian to engage all of us around recycling by bringing fun and purpose to this simple yet impactful gesture.
The 45 second spot will air in France, UK, Switzerland, Belgium and Germany from the 12th of June and will see a slew of hip-hop merch-themed gear (records, shirts, etc.) launched on Instagram and available on evian global website.