Evian Extends Roller Babies Ads to Mobile

According to the Guinness Book of Records, Evians roller babies ad campaign was the most-viewed online ad campaign of all time when it appeared in 2009. 

Now, the mineral water company has brought the babies back in the form of an interactive online and iPhone app. Users are invited to “do their own baby dance”, and become part of a user-generated video that Evian says will be the longest of its kind in the world.

The app allows you to create a video sequence of yourself, using a webcam or the camera built into your iPhone. 

Rémi Babinet, Chairman of BETC Euro RSCG and creative director, attempts to explain: “One of the things that we enjoyed most with the roller babies campaign was the way people made it their own, they had fun playing around and making remixes of the film. Thats why we thought that with this new campaign we had to give them a tool, magical, strong and universal to be able to play with the film, remix it and create their very own sequence. We created an application that allows everyone to wear his or her own baby.”

You can try the app online here. The iPhone app is due in the Apple App Store later this month.