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You know you’re doing something right when a Super Hero wants to be part of your advertising campaign.

April 1, 2014 at 9:29 by Bridget Comments

The Evian Baby saga is impressive (we’ve already written about it here).  The Baby & Me sequel launched today and guest stars the Amazing Spider-man & Spider-baby.

It’s interesting to see brands like Sony & Evian collaborating in this way and according to BETC ECD Filip Nilsson it was Sony who approached Evian first.  You know you’re doing something right when a Super Hero wants to be part of your advertising campaign.

I think the partnership between Evian and Spider-man is a really interesting example of where things are going and how the frontier and the barrier between what is advertising and what is Hollywood has diffused. Everything is about interesting content – if you have something which is hugely popular, something that really makes people want to share it, then you’re very proactive.

This time it was Sony that contacted Evian and was interested in the Live Young campaign. They thought it had the perfect tonality for the new Spider-man movie. I think it’s really a win-win deal. It’s really interesting for Evian and it seems like it’s really interesting for Sony as well.

I still think the outdoor ads are perhaps my favourite part of the Baby & Me campaign.

Credits:
Agency: BETC Paris
ECDS: Rémi Babinet, Filip Nilsson
Creatives: Agnès Cavard, Félix Falzon, Valérie Chidlovsky
TV Producer: Fabrice Brovelli
Production company: Acne
Director: Tomas Skoging
Post: Group M

via Creative Review

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