The Drum Awards for Marketing - Extended Deadline

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Agency: AKQA
Client: Evian
Date: Jul 2018
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Evian is bidding adieu to the babies who’ve been a staple of its advertising over the past 10 years as it looks to move in a different direction within the US.

While it’s unclear whether or not the babies will remain in Evian’s global advertising efforts, they’ll be replaced in the US with current brand ambassadors and tennis stars Maria Sharapova and Madison Keys. The two will be joined by Luka Sabbat, a self-described “young creative entrepreneur” who stars in the Freeform series ‘Grown-ish’ and has a large Instagram following.

Called ‘I Wanna #Liveyoung,’ the campaign “showcases each brand ambassador’s diverse mix of passions, talents and interests, and draws on universal insights for the millennial target,” according to Evian.