The Babies Are Back: evianÂ® Announces Launch of New Live youngÂ® Campaign
WHITE PLAINS, N.Y., April 19, 2011 /PRNewswire/ — Two years after the worldwide success of the roller babies commercial, which achieved Guinness World Record status for most viewed ad on the Web and continues to top YouTube charts, evianÃ‚® announces today that the babies are back in a new Live young( )Ã‚® campaign. This time around, the evianÃ‚® babies have hung up their skates and are dancing their way back into pop culture through the new “Baby Inside” commercial. And now, consumers have a chance to become a part of the campaign.
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With this new campaign, evianÃ‚® is reasserting its vision of youth as a positive, universal value that everyone shares. The Live youngÃ‚® spirit shines through in the new commercial, which will be hosted at http://bit.ly/evianYouTubeLy and features portraits of people wearing evian’sÃ‚® popular ‘baby inside’ t-shirts edited together into a flipbook-style commercial that brings the babies to life with their best moves yet.
To further bring the campaign to life, an interactive, user-generated version of the commercial will be released on the web at www.LetsBabyDance.evian.com. This fun, innovative application, accessible now online and soon through an iPhone application (available week of 4/25), will invite users into the Live young(Ã‚®) universe, where with just a few clicks they can become actors in the video and grab their own four frames of fame.
“The relationship consumers have with brands has changed. People want to communicate, interact and co-create with them. We saw this with the roller babies commercial that generated more than 300 spontaneous remixes online,” said Jerome Goure, vice president of marketing for Danone Waters of America, the exclusive importer and marketer of evianÃ‚® in North America. “That’s why evianÃ‚® is releasing more than just an advertising campaign. This time, we are promoting the Live youngÃ‚® spirit with an immersive brand experience that allows consumers to become a part of the new campaign and show that youth is not just a question of age, but more importantly, a state of mind.”
Developed by BETC Euro RSCG and produced by Legs from the famous MILK Studios in New York, the commercial uses stop-motion technology and is based on the simple principle of childhood flipbooks. Men and women, wearing a t-shirt printed with babies in different poses, appear one by one to the beat of the music, creating the illusion that the babies are dancing. The people in the video were found through a street casting in NYC where the directors asked charismatic people of different ages and styles to participate.
The Online User Experience
Fans will have the chance to grab their own four frames of fame in the interactive, online version of the commercial. All that’s needed is a plain white t-shirt and a visit to www.LetsBabyDance.evian.com or the evianÃ‚® Let’s Baby Dance iPhone App. After participating, users can search by country, name or city to see which friends have joined the evianÃ‚® Live youngÃ‚® BabyDance movement. And maybe, we all together can create the world’s longest music video…
The Music Behind the Commercial
The music, which expresses the energy and freshness of youth, plays an essential role in this commercial designed to look like a music video. A version of “Wordy Rappinghood” by Tom Tom Club was selected, remixed by DJ Mehdi with Uffie for the online version. In tribute to the “Roller Babies” film, the TV version will be broadcast with a new remix of “Rapper’s Delight.”
Looking for Live youngÃ‚® inspiration? Visit Facebook.com/evian for updates and to learn how you can participate in the evianÃ‚® Live youngÃ‚® experience.
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Press Contact: Suzanne Matulay MSLGROUP Tel: (212) 468-2953 Suzanne.Matulay@mslgroup.com