Sydney agencies Because and Agent99 PR are bringing Evian’s ‘Live Young’ campaign to life in Sydney by creating playgrounds for big kids.
The experiential campaign will see Martin Place and Bondi Beach turned into “Aussie backyard” playgrounds for adults to relive their childhood and play like kids again.
Because is the first Australian-based brand experience agency to be appointed by the French water brand, famous for its roller-skating and dancing baby campaigns.
Beatrice Van den Abeele, brand manager for Evian South East Asia and Oceania, said: “The challenge for us has been to take a global brand positioning and make it relevant to Australians.
“We’re really happy with the upcoming campaign and feel that it brings Evian’s emotional benefit ‘Live Young’ to life in a way that will resonate with Australian consumers.”
Meredith Cranmer, business director at Because, added: “We’re really proud to be working with such a well-loved and established brand on a global campaign. The Evian ‘Live Young’ platform is something we can all relate to – it has been great to translate this in an Australian context to develop an experience that is engaging and fun.”
Because was appointed to the experiential brief by Danone (which owns Evian) following a two-way pitch, and appointed Agent99 PR to manage the media-relations component of the campaign.
The campaign, which will include a Facebook and Instagram-led photo competition, blogger-generatede content, tips from Evian Live Young expert Adam Fraser as well as a PR campaign, will launch in Martin Place on September 25, followed by a weekend at Bondi Beach.