Evian: Baby Inside

Georgie Greville and Geremy Jasper team up to shoot the new stop motion film for evian's Live Young campaign. Based on the flip book idea, the cast appears wearing baby t-shirts which present different poses in sync with the soundtrack from BETC Music. As well as the TV and web spots, there's an interactive music video and the famous t-shirt is now available at the evian online store.

Evian has a much-lauded advertising history, central to which has been their signature use of Evian babies. Introduced back in 1998 with the Water Babies spot, which showcased CGI-ed pre-schoolers taking part in a spectacular synchronised swim, the babies have more recently appeared in the Michael Gracey-directed hit Roller Babies. Between those two ads there is also the animated extravaganza of Waterboy, which was set to the thumping sound of Queen’s We Will Rock You.

In 2008, Water Babies was voted France’s favourite ad of the last 40 years, so the Evian babies are something that Paris-based agency BETC Euro RSCG closely nurture. This year they’ve released the next iteration of the infants – Baby Inside. Utilising the same T-shirts used for a print campaign in 2010, BETC have created a stop-motion film that shows people dancing and, as they move, the baby-bodies on their T-shirts also move to the music making them look like they’re dancing in unison. Shot by directing collective LEGS, through Milk Studios in New York, it is another fantastic addition to the Evian canon. “To constantly re-invent your brand and find new ways of expressing its values is one of the main creative challenges,” says Remi Babinet, co-founder of BETC Paris and global CD of Euro RSCG worldwide. “This becomes even more important when you work with a brand like Evian that carries youth as its foremost message – that energy needs to be visible in everything you do. Today, it’s more important than ever to communicate with people, let them be a part of the idea and create original content.” dE