Danone appoints BEcause to handle OZ version of latest evian Live Young experiential campaign

August 19 2013, 11:10 am | BY Ricki Green | No Comments

evianliveyoung.jpgDanone, the global food manufacturer, has appointed brand experience agency BEcause to mastermind the Australian version of its global evian Live Young experiential campaign.

This is the French water brand’s first appointment of an Australian-based brand experience agency, famous globally for its roller-skating babies advertisements and more recently its dancing babies YouTube hit.

evian Live Young is about reasserting the brand’s vision of youth as a positive, universal value everyone shares. BEcause has been challenged by the brand to create an experiential campaign to show Sydney-siders how to reclaim their youth and the value of living young.

BEcause will devise an unforgettable Live Young  activation that will allow passers-by in Sydney’s CBD and at the iconic Bondi Beach to recreate childhood memories and take a moment to play like a kid again.

BEcause will launch the campaign later this month, supported by PR specialists Agent99 Public Relations. The campaign will include a Facebook and Instagram-led photo competition, blogger generated content, tips and advice from evian Live Young expert Dr. Adam Fraser, as well as traditional PR tactics to drive interest in and traffic to the evian branded events.

Says Beatrice Van den Abeele, evian South East Asia and Oceania brand manager: “The challenge for us has been to take a global brand positioning and make it relevant to Australians. We’re really happy with the upcoming campaign and feel that it brings evians emotional benefit “live young” to life in a way that will resonate with Australian consumers.”

Says Meredith Cranmer, business director at BEcause: “We’re really proud to be working with such a well-loved and established brand on a global campaign.  The evian Live Young platform is something we can all relate to, it has been great to translate this in an Australian context to develop an experience that is engaging and fun. We look forward to helping Sydney-siders Live Young this spring!”

BEcause was appointed to the experiential brief following a two way pitch against an undisclosed agency, and appointed Agent99 PR to manage the media relations component of the campaign.