evian to transform London commuter hotspots into giant playgrounds as part of Live young January campaign

Mineral water brand evian is to help Londoners come back swinging after the Christmas break by installing giant snow-producing playground installations in two of the capital’s commuter hotspots.

evain will install adult-sized swings and a giant see-saw

At Canary Wharf evian will install adult-sized Live young swings, and a giant see-saw will set up home in Finsbury Avenue Square. Both will feature kinetically triggered snow machines which will reward playful behaviour with snow showers.

The swings and see-saw are part of evian’s ‘31 ways to Live young’ January campaign, which aims to get the British public smiling by helping them rediscover their forgotten youth.

Laura Pope, evian brand manager, commented: “Anyone at any age can Live young - it is a state of mind and an attitude to life. evian’s giant playground installations are the perfect way to help stressed workers get in touch with their Live young spirit by letting go and having fun.

“For those who won’t be able to make it to the playground, our Facebook Live young hub will share a different way to Live young each day throughout January, as well as a fantastic competition to win a Live young Northern Lights igloo experience in Lapland.”

Eloise Smith, creative at Havas Worldwide, who devised and installed the playgrounds, added: “The playground will combine the purity and youthful spirit of evian to create a world first in kinetically-powered snowfalls.”

evian’s Live young January campaign will kick off with PR and social media activity handled by We Are Social from New Year’s Day. The evian playground will run from Monday 7 January to Friday 11 January. The campaign will also include above-the-line outdoor media including digital escalator posters, cross track projections and transvision screens in 20 London underground stations and 14 key London commuter rails stations.

The social media activity for the campaign will be managed by We Are Social

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.