Evian Natural Spring Water, a brand of France-based Danone, announced its new advertising campaign exclusively for the U.S. market: I Wanna hashtag #Liveyoung. Derived from the company’s global Live young campaigns, the new advertisements will go live on July 16, with out-of-home, social, influencer activations and sponsored events, it says.
The new campaign draws inspiration from how people Live young, emphasizing that it is more than an age, but an attitude focused on living a life full of vitality and experiences, the company says. I Wanna is inspired by evian’s Live young mindset, which is defined as having an insatiably curious, playful and progressive approach to life, it adds.
“We challenged ourselves in search of new, breakthrough creative — the kind of buzzworthy, culturally meaningful creative evian has always been famous for,” said Olivia Sanchez, vice president of marketing for evian in North America, in a statement. “We drew inspiration from our consumers in themselves – we saw them embracing this inspirational outlook on life — they have the many facets and dimensions and are paving their own way in life.
As we explored this idea, we quickly realized our brand ambassadors, Maria Sharapova and Madison Keys, are the perfect example of this: they are not just successful athletes, but are passionate about other things outside of what they are most famous for,” Sanchez continued.
Current brand ambassadors, Sharapova and Keys, will be joined by evian’s newest U.S. ambassador, New York-based Luka Sabbat, the company says. Sabbat was profiled by The New York Times as an influencer to watch, it adds.
The campaign will feature bright colors, modern designs and eye-catching photography that showcases each brand ambassador’s diverse mix of passions, talents and interests, drawing on universal insights for the millennial target, the company explains.
“The concept of doing what I Wanna connected with me immediately,” said Sharapova, in a statement. “While I’ve worked with evian for a long time because I love the brand and it’s become so interconnected with the culture of tennis, this new creative gets me talking about the many aspects of my life that I love and made me recognize how much I have in common with today’s generation that looks to live a dynamic life, filled with meaningful experiences.”
On July 16, the campaign will kick off with outdoor billboards across the Los Angeles and New York areas, including a takeover of the Bryant Park subway station in New York and several live events across state, the company says.