Waterboy, a little character made of water, goes through various situations symbolising the element of water. On his adventures, he meets a gorgeous girlfriend who is also made of water. Together, they start a family.
In order to sustain Evian’s premium price in a commoditized market, Evian’s “We will rock you” [by Queen] campaign adopted a whole new advertising approach: no longer consider Evian to be just a water brand, following the rules of the category, but change the brand’s status and transform it into a badge of youthfulness. To achieve this goal, the campaign went beyond advertising, conceiving a global “advertainment” in which adults singing a mythical song with children’s voices were the basis for a global entertainment program. Despite a modest advertising budget the campaign succeeded in reaching all of the goals set and achieving considerable market share gain
Agency: BETC Euro RSCG Creative Director Rémi Babinet/Fabrice Brovelli Art Director: Sophie Deiss/Jean-Christophe Saurel Copywriter: Sophie Deiss/Jean-Christophe Saurel Director: Soandsau Production Company: Quad Prodoctions, Paris