| 标题 | Baby & Me |
| 广告公司 | BETC Paris |
| 广告战役 | Baby&Me |
| 广告主 | Danone |
| 品牌 | Evian |
| 首次发布日期 | 2013 / 4 |
| 行业领域 | 矿泉水、汽水及瓶装水 |
| 剧情简介 | SUMMARY: In a trivialized and price-driven market, with consumers reluctant to spend money on bottled water, evian faced fierce competition in a category where price promotion had become a key driver. evian needed to justify its premium price by building brand value and preference. This campaign set out to reconnect the brand with the deep meaning of the benefit of youth, to create an event around the brand and stand out despite a very limited budget, and to generate additional volume sales evian Baby&Me helped everyone reconnect to their inner baby, using a playful digital application to let consumers live the experience, an entertaining film where adults met their reflections as babies, Out-of-Home to add to the universality of the youth benefit and street events. The campaign maximised earned media, reinforced the brand’s characteristics of youth, closeness and price justification and generated additional volume sales. 24 million babies were generated on the App, which became the most downloaded App on the Apple store in the entertainment category for 2 weeks. Most importantly, sales volume and value increased in all target markets, especially in the UK, where average weekly sales grew 30% immediately after the ad launched. |
| 剧情简介 (原始语言) | Tout commence par une rencontre : alors qu’il marche dans la rue, un homme tombe nez à nez avec son reflet dans un miroir… mais en version bébé. Différents personnages vivent à leur tour la même expérience troublante. Chacun d’entre eux se met à jouer avec son « baby-me3» : être ainsi connecté avec sa jeunesse intérieure engendre un sentiment de liberté, un lâcher prise, un joyeux délire spontané et communicatif… Et le jeu se transforme en danse, sur une musique culte : « Here comes the Hotstepper », remixée par Yuksek pour evian. |
| 哲学 (原始语言) | La marque evian souhaite une fois encore offrir à son public un spectacle étonnant et jubilatoire. |
| 媒体类别 | Web Film |
| 长度 | |
| 市场 | 加拿大, 美国, 阿拉伯联合酋长国, 中国, 日本, 中国台湾, 新加坡, 俄罗斯, 乌克兰, 比利时, 法国, 德国, 瑞士, 英国 |
| Soundtrack | Here comes the Hotstepper by Yuksek |
| 制作公司 | Iconoclast |
| 联合美术指导 | Félix Falzon |
| 文案 | Valérie Chidlovsky |
| Traffic Director | Elise Herfort |
| Media Strategy Director | Martine Picard |
| 广告经理 | Michael Aidan |
| 广告经理 | Laurent Houel |
| 广告经理 | Cécile Turkel |
| 广告经理 | Alexis Thobellem |
| 客户经理 | Marielle Durandet |
| 客户经理 | Estelle Colas |
| 客户经理 | Gaëlle Gicqueau |
| 客户经理 | Isabelle Picot |
| 客户经理 | Charlotte Bals |
| 执行创意总监 | Rémi Babinet |
| 美术指导 | Agnès Cavard |
| 广告公司制片 | Fabrice Brovelli |
| 导演 | we are from LA |
| 音乐 | General Pop |
| Media Agency | Havas Media Network |
| 音效制作 | GUM – Green United Music |
| Music Creative Director | Christophe Caurret |
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