Whilst bringing fun into cities around the world sounds like a great idea, brands need to continue being relevant while doing so. Mineral water brand Evian, has always communicated on its youthful spirit, most famously with its Rolling Babies in its “Live Young” campaign. To continue to build the momentum of the campaign, last January, Evian unveiled the world’s first snow-producing playground for adults, which helped stressed workers in London to get in touch with their own youthful spirit by letting go and having fun.
The oversized swings and see-saw were kinetically-powered and rewarded playful behaviour: the more playful the behaviour, the more snow fell. Evian believes that anyone can ‘live young’ and by enabling consumers to reach that state of mind, it reinforces its positioning as the pure, natural and youthful water brand that consumers can connect with.