Spectacular & entertaining babies at the heart of the execution : The evian campaign stages a group of babies roller skating and dancing a hip-hop freestyle. A unique idea, implemented across an extensive media mix, to appeal to a maximum number of people, to encourage them to appropriate and propagate the campaign themselves.Maximising complementarities between media for maximum results• Digital – A full entertainment programme was created online, with 2 pre-launch viral movies, a Premiere, a Making Of, and interviews with the babies on YouTube, blogs and the new evian LiveYoung website.

• PR – to activate the world’s media and stimulate general interest around the campaign and the brand.• Events – Berlin Fashion Week, US Masters etc – to engage consumers locally.• TV & Cinema - to leverage the entertainment dimension• Print - To complete the message of the campaign, 7 months after the launch of the first film.• The Live Young Training Website – to continue engaging consumers with the brand.

Massive, positive PR noise, buzz, virality around the brand:• Over €5m in free airtime, 102m views for the campaign– with Rollerbabies becoming the most-viewed ad on the web ever (Guinness World Records).• Time Magazine advert of the year, #1 for the Wall Street Journal, Guardian Top 5.• Internet users watch the ad 3 times on average. Ad viewers are 3 times more likely to go to the evian website than average.• One of the top 20% most-effective ads ever - source GfK France, Belgium, GermanyWith impressive sales results so far:• France: +7% in sales• UK: +13% in market share • Canada: +7% in market share