Evian has unveiled its latest campaign, inviting everyone to embark on a joyful journey to discover the ‘Mountain of Youth’; an alpine inspired mystical land steeped in the beauty of evian natural mineral water.
The new campaign sees evian reignite its iconic Live Young brand signature inviting everybody to prioritize their wellness regardless of age to make life feel more joyous. Promising a playful experience for the body and mind, at the Mountain of Youth, individuals of all ages are invited to adopt a youthful and optimistic mindset, showcasing how healthy hydration can help support physical and mental wellness to enjoy a fulfilled lifestyle*. The new Mountain of Youth campaign pays homage to evian’s unique heritage of the pristine French Alps, where evian’s mountain-made natural mineral water is sourced through more than 15 years of natural filtration through Alpine glacial rocks.
Starring in the new campaign are those who understand the balance of wellness and self-care; the sporting stars and global brand ambassadors Emma Raducanu and Stan Wawrinka alongside newly signed American tennis sensation Frances Tiafoe and French golf champion Celine Boutier. With their innate joyful zest for life and healthy hydration within their daily wellness and sporting routine including drinking at least 2 litres of water a day to improve their normal physical and cognitive function – these sporting stars all embody evian’s Live Young spirit.
On set, the ensemble of stellar sporting personalities are captured playing in joyful snowy scenes serving snowballs in place of tennis balls. Off camera, the sports stars took a break to play in the snow, as world number X golfer Céline Boutier was given a tennis lesson with snowballs, managing a successful rally, where she repaid the favour by helping tennis ace Frances Tiafoe with his snow swing.
New also for this Summer, is the appointment of French tennis player Arthur Fils and Swiss tennis player Dominic Stricker as the latest evian ambassadors.
This follows evian’s commitment to supporting iconic tennis tournaments around the world with the continuation as official partners of Grand Slams Wimbledon and the US Open, as they now become official supplier of local tournament Gstaad in Switzerland.
As part of the Mountain of Youth campaign, an enchanting TVC airs from today, taking viewers high above the clouds on a magical exploration of the Mountain of Youth, encountering playful surprises which underline the notion that simple habits such as healthy hydration can have a positive impact on day-to-day life*, and bring joy and wellness to the everyday.
The film was curated by BETC and directed by award winning creative Henry Scholfield, renowned for directing acclaimed music videos for global artists including Billie Eilish and Stormzy. Set to the track ‘JOY’ by Pharrell Williams, which reflects the youthful and playful spirit of evian and is the perfect embodiment of the Live Young mindset, the ad showcases an explorer looking for a never seen before place, said to be the alpine origins of evian. As we follow the curious and perplexed eyes of our explorer in this mystical place, we discover along his walk a very lively and cheeky tribe, playing and camouflaging next to him. Remaining a secret from the Mountain of Youth, these inhabitants show how they live youthful with evian.
Through Henry’s brilliant creative power, he brings joy and spirit to the story, bringing the Mountain of Youth to life in a chic and exciting way synonymous to his work.
Watch the full film:
Dawid Borowiec, evian said: “evian has a strong heritage in iconic advertising. Our new campaign, the Mountain of Youth, continues that tradition with fabulous images and stories full of French chic and unconventional flair that are so typical of evian. We hope The Mountain of Youth will help evian achieve its purpose of inspiring people to live young – embracing a rejuvenating, youthful lifestyle, no matter your age.”
Henry Scholfield, Director commented on the TVC: “I loved how this concept is actually an excellent life philosophy, ‘Live Young!’, cleverly disguised as a brand campaign. I wanted this irreverence and joie de vivre to come to life in every we realised their world, from what they do to what they wear, whilst capturing the spirit of the Mountain of Youth, and its inhabitants who are a lotta bit mischievous and a little bit wild”.
This year, evian will unveil it’s very first Mountain of Youth inspired VIP suite with brand ambassador Frances Tiafoe at The Championships, Wimbledon. The suite will open from Monday 1st July to a host of A list guests, where they will immerse themselves in the playful mindset and chic surroundings of the Mountain of Youth – whilst experiencing an iconic summer of tennis.
