evian is to launch its new campaign tomorrow (19 April), following up the success of Guinness World Record-winning Rollerbabies.
The “Baby Inside” spot (part of the Live Young campaign) was created by BETC Euro RSCG and is orchestrated around an innovative package which includes a film, music video, music and T-shirt.
The film is a stop motion video with men and women wearing a T-shirt printed with babies in different poses, appearing one by one to the beat of the music to create the illusion that the babies are dancing. The film was produced by Legs from MILK Studios in New York. The film’s international online debut is scheduled for 19 April.
The film will be aired in five different lengths: 90", 60", 30", 20" and 15".
The Music video
To build on the film, an interactive music video will be released online and for iPhone, inviting users into the Live young universe, where they can become actors in the video and see “their own baby,” or their friends’ babies, dance to the music. The goal is to create “The World’s Longest music video”.
The music plays an essential role in the film, with a version of “Wordy Rapping- hood” by Tom Tom Club remixed by DJ Mehdi with Uffie featured. In tribute to the roller babies film the TV version will be broadcast with a new remix of “Rapper’s Delight.”
By popular demand among internet users after the print campaign was released the baby inside T-shirt will be for sale worldwide.