Evian's latest outing for its "Live Young" babies puts the adorable tots into oversized adult clothes.
The new campaign, by BETC, shows the babies swamped by the grown-up outfits. This time there's no TV ad; instead the images are running as print, outdoor and on social media including Snapchat and Instagram. Video clips feature Evian sport spokespeople Madison Keys, Stan Wawrinka, Lucas Pouille, Lydia Ko and Maria Sharapova, who drink Evian and then turn into baby versions of themselves.
The campaign, running in the U.S., U.K., France, Belgium, Netherlands and Germany, will include a limited edition Snapchat lens filter. Launching on June 10, it'll be available for 48 hours to all Snapchat users around the world and will then be available for three months through a Snapcode on Evian bottles.
Evian has also collaborated with streetwear brand Rad.co to create an exclusive Evian oversize clothes line, available online and at French department store Galeries Lafayette, and there are experential events taking place at Galeries Lafayette this weekend.
Patricia Oliva, global marketing director at Evian, commented in a statement: "We've chosen to specifically adapt to our core target's lifestyle habits with a clear focus on digital and social media, as well as exclusive collaborations. Thanks to the limitless possibilities of digital platforms, our Evian Oversize campaign will make it possible to experience the world through the eyes of a baby and reconnect with our inner youth."