evian® launches its new Oversize campaign across Asia, and brings to life a world in oversize, as seen through the eyes of a baby. This is the seventh edition of the company’s highly successful “Live young” campaign.
“The evian® “Live young” brand promise has come to life through our iconic babies campaigns year after year. In continued efforts to surprise and push boundaries, we base our latest chapter, Oversize, on a premise that gets consumers to literally experience their world from a different perspective,” explains Patricia Oliva, the Global Marketing Director at evian®.
This regional campaign was kicked off in Taiwan by regional campaign ambassador Ella Chen, one of the most recognizable faces in Asian showbiz today. Her outgoing, creative and bold personality made her the perfect fit for evian’s “Live young” brand promise. During the event, Ella shared more about her “Live young” philosophy towards life. “Live young is not about the age. It is an attitude and the willingness to be different, to be bold to try new things. We must always be young at heart and that to me is “Live young””.
At the event, evian® also launched its first-ever Asia Oversize fashion wardrobe at the Xinyi District in Taiwan where consumers were invited to walk into an Oversize wardrobe and experience the campaign for themselves.
Oversize brought to life through exclusive collaborations
The evian® Oversize campaign invites everyone to perceive the world through their inner baby’s eyes. Already, the visuals showcase personalities from around the world who discover themselves being projected as babies after drinking evian® natural mineral water.
To date, the global evian® “Live young” team comprises of international sports personalities Maria Sharapova, Stan Wawrinka, Lucas Pouille, Madison Keys and Lydia Ko. Sun Li, famed Chinese actress, has also joined the campaign as of June 2017. Promoting the importance of sports, hydration and a healthy, balanced lifestyle, the six brand ambassadors are part of a digital clip that highlights their transformation into babies after drinking evian®.
“After the Baby & Me campaign in 2013, which portrayed adults in front of their reflection as babies, this Oversize campaign goes one step further by giving everyone the chance to experience the world through the eyes of a baby. Whether you are a tennis champion, an
actress, a business professional or regular Joe, the message remains the same: youth lies within each of us and all we need to do is embrace this “Live young” spirit every day,” comments Marielle Durandet, VP at BETC, the creative agency behind the “Live young” campaign.
Extending an internationally successful “Live young” narrative
Since the first “Live young” campaign in 2009, evian® has managed to capture popular imagination across all ages with this very successful and award-winning creative narrative. From the first Roller Babies campaign, evian® has been collecting thousands of millions of impressions. The 2017 evian® Oversize campaign looks to further that narrative. It will be activated in evian® core markets and supported by fan engagement and ongoing digital content for a year.
Oversize in Singapore with Rosalyn Lee
Rosalyn Lee, a well-known local personality with a strong digital presence and vivacious personality, will be working closely with evian® to bring the Singapore campaign to life.
From now – 30th November, evian® will launch a social media contest where participants stand a chance to win a 4D3N trip for two worth up to SGD5,000 to enjoy the brand new evian® spa at the six-star Signiel hotel in Seoul. Inspired by the purity of the Evian alps in France, the spa features authentic and highly sensorial materials, natural light reflections and breath-taking views.
To join the contest, consumers only need to purchase a bottle of evian® natural mineral water, take a photo with the bottle, and share how they “Live young” with evian® on Instagram or Facebook with the campaign hashtag #evianOversizeSG. Contest details will be made available in all participating retail outlets and the evian® Facebook page from now.