Evian, French mineral water brand paired up with advertising group Havas Worldwide to bring snow play to hard-working Londoners for their ‘Live Young’ campaign. Installing oversized playground equipment including see-saws and swing sets, Evian wants to allow adults the chance to rediscover their inner child. As added incentive to play, the play equipment is hooked to a snow-machine. The more passersby play, the more snow is created.
In London, snow is a rarity, so swinging that creates snowfall creates a special experience for city dwellers. Talking about the playgrounds, Eloise Smith, Havas Creative Director, said,
We’re creating the most unusual playground London has ever seen, combining the purity and youthful spirit of Evian to create a world’s first in kinetically powered snowfalls.
For those adults who want to participate, but cannot make it to the playgrounds, there is an online social element to the campaign through Facebook that offers one tip per day in January on how to ‘Live Young.’ There is also a ‘slingshot’ function that allows visitors to add Evian products to the virtual cart of their preferred online retailer. Additionally, keeping with the snow theme, there is competition to win a trip to Lapland, Finland to see the Northern Lights.
Check out the snowfalling on a see-saw in action: