My daughter calls me the biggest 10-year-old on the block.
Any given weekend will find me throwing footballs, making up new basketball games or organizing hours-long Epic Tag at the neighborhood park. It often surprises me how many parents opt out of the fun.
So while I'm not the core target for Evian (I don't think I would ever let myself be seen carrying an Evian bottle), I can appreciate a new digital outdoor effort from Havas London that involves adult-size playgrounds designed to help grownups discover their inner child. Playing on the swings or toggle a see-saw, and motion activates a reward: Snow, which I take it is rare in London, even in January.
There is a lot of promotion in London rail stations, digital escalator posters, cross-track projections and a Live Young Facebook page highlighting 31 ways to live young.
Will it expand Evian's appeal to people like me? No. But other than cracking up for a few moments over its dancing babies, it's the most I think I've ever even thought of the brand.
On some level, that's got to be progress, right?
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