ROLLERBABIES by BETC Euro Rscg Paris for Evian

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ROLLERBABIES

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Industry Water, Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market France
Agency BETC Euro Rscg Paris
Director Director - Michael Gracey
Executive Creative Director Remi Babinet
Art Director Agnes Cavard
Copywriter Valerie Chidlovsky
Released July 2009

Credits & Description

Category: Viral Video
Advertiser: DANONE
Product/Service: EVIAN
Agency: BETC EURO RSCG
Date of First Appearance: Jul 3 2009 12:00AM
Entrant Company: BETC EURO RSCG, Paris, FRANCE
Entry URL: http://www.youtube.com/watch?v=XQcVllWpwGs
Executive Creative Director: Rémi Babinet (BETC Euro RSCG)
Art Director: Agnès Cavard (BETC Euro RSCG)
Copywriter: Valérie Chidlovsky (BETC Euro RSCG)
Agency Account Management: Marielle Durandet, Dominique Verot (BETC Euro RSCG)
Advertiser's Supervisor: Michael Aidan (Danone)
Web Agency Account Management: Olivier Vigneaux, David Roux (BETC 4D)
Web Creative Director: Vincent Vella (BETC 4D)
Media Strategy Manager: Martine Picard (BETC Euro RSCG)
TV Producer: Fabrice Brovelli (BETC Euro RSCG)
Music Supervisor: Christophe Caurret (BETC Euro RSCG)
Production Company: (Partizan)
Music: (BETC Music)
Director: Michael Gracey
Music & Artist: Rapper's Delight by Dan the Automator
Assistant Art Director: Gregory Ferembach (BETC Euro RSCG)

English Synopsis
The evian campaign stages a group of babies roller-skating and dancing a hip-hop freestyle. A unique idea, implemented across an extensive media mix, to appeal to a maximum number of people, to encourage them to appropriate and propagate the campaign themselves. The main feature of the campaign, the viral film Rollerbabies launched on the 3RD of July on the YouTube home pages of the 6 core Evian markets (France, UK, US, Canada, Germany and Japan). It was simultaneously posted on blogs and sent to the press worldwide. It was an instant success, generating a media Frenzy across the globe - ABC, NBC, The Guardian, Le Figaro – even going on to be named Time Magazine’s ad of the year, and getting a Guinness World Record for the most viewed online ad ever. Views currently stand at 63 million, and counting.