Evian’s baby is on the move

Part deux of the bottled water co's latest media campaign starts today, with the debut of an innovative new 'Baby Inside' online ad.

The Evian Baby is back (again) with smoother moves than ever.

Building on the recently announced ‘Live Young’ campaign, Evian today debuts the feature digital element of the campaign, a new online video that has the baby dancing in a whole new way.

The stop-motion video features a series of images of people wearing Evian ‘Baby Inside’ t-shirts that depict the baby’s body in different poses. The images are edited together in an ever-faster fashion, so that as the spot goes on, the babies on the t-shirts appear to dance.

The video was developed by BETC Euro RSCG and producted by Milk Studios in New York. It will debut to the public today in Toronto at Yonge-Dundas Square.

However, Evian is also allowing consumers to participate with a user-generated version on the microsite LetsBabyDance.Evian.com. The video is available online or via an iPhone app, and users can upload their pictures to get in on four frames of the fun. The goal, Evian alludes to in its press release, is to create the ‘world’s longest music video’ as people upload their photos to the app and share them with their friends.

As MiC reported earlier this month, the video will be promoted with a mobile promotional unit, the ‘Live young on wheels’ tour, which will tour Toronto from April 26 to 28. Others can follow the tour, or see where the stops will be, on the brand’s Facebook page.

The idea for the customizable video was inspired by the Roller Babies remixes which appeared online after the original video was released, Jérôme Goure, VP marketing for Evian distributor Danone Waters of America, said in a release.

‘This time, we are promoting the ‘Live Young’ spirit with an immersive brand experience that allows consumers to become a part of the new campaign,’ he said.

The ‘Live Young’ campaign was created by Euro RSCG Worldwide in France. Canadian adaptations were handled by Sharpe Blackmore Euro RSCG in Toronto and media by MPG Canada.