Evian.

'Short film' advertisements are quite the enigma. Given the increasing digitalisation of media, traditional 30-second television advertisements should, in practice be less prevalent. But if the uses and gratifications model in advertising literature has proved anything regarding this, it is that advertisements have become much more than just information processed from sender (advertisers / corporate clients) to receivers (consumers). 

One of the most fascinating things I find about the remaining prevalence of the 30-second television advertisement is that it does not fail to address trends towards digitalised media and social media. If anything, this 'confluence culture', coined by Kim Sheehan and Deborah Morrison, is addressed by advertisers through well-planned integrated marketing efforts that take advantage of the various types of bought, owned and earned media in today's media landscape.

The Evian 'Baby&Me' campaign is easily one of my favourite advertising campaigns of late, due to its ability to leverage both the information processing and social uses of advertising. Staying true to Evian's slogan 'live young', Evian reinforces its youthful image, literally, by featuring an ad of actors meeting and interacting with their "inner baby". Not only was this short film ad sticky/catchy, the ubiquity of the ads - which were featured outdoors (billboards), on television and cinema, and digitally (online)- allowed for the subtle re-association of the brand to an exciting youthful drink. An OOH campaign using photobooth, along with a mobile app were created to satisfy the social uses of advertising, allowing users to create their own "inner baby" to share on social media. 

The truly remarkable thing about this campaign is its ability to be applicable not only on various platforms, but also its ability to be applicable to the everyday consumer. Everyone can relate to the feeling of being young, regardless of whether it is from the past or present. Plus, it's adorable. Well done, BETC Paris!