We aimed to transform Evian from a water brand to a universal brand of youthfulness. So we started by asking the brand itself to act young. Our recommendation was: 'don’t just sell a water brand, entertain'. We built a cross-generational programme around one core idea: the association of Evian with a mythical song that, sung with the children's voices, expresses the inner youth inside us all. The creation of Waterboy, brand icon capable of travelling across many media, brought the brand into people's lives in a new and dynamic way.

First, a TV ad: Voices, adults singing "We Will Rock You" in their children's voices, to instill the music and associate it with the brand. Next, MUSIC RETAIL: the remix of "We Will Rock You" was released in music stores. Then, Music TV/CLUBS: a three-minute clip featuring Waterboy travelling through Evian's landscape, without citing the brand, thus giving access to non-commercial air time. For COOL SHOPPING, Waterboy was in the hippest place in Paris: the colette water bar. All the while, INTERNET, with free animated Waterboy downloads.