| Title | AMAZING BABY RESCUE ME |
| Brand | DANONE |
| Product/Service | EVIAN |
| Category |
A07. USE OF VIDEO |
|
Entrant Company
|
WE ARE SOCIAL London, UNITED KINGDOM
|
|
Advertising Agency
|
WE ARE SOCIAL London, UNITED KINGDOM
|
Credits
| James Nester |
We Are Social |
Creative Director |
| Graham Jenks |
We Are Social |
Creative Director |
| Nick Hearne |
We Are Social |
Senior Creative |
| Jenni Smit |
We Are Social |
Designer |
| Monica Presti |
We Are Social |
Designer |
| Steve Little |
We Are Social |
Copywriter |
| Deola Laniyan |
We Are Social |
Senior Account Director |
| Amy Hambridge |
We Are Social |
Account Director |
| Aurelien Fonteneau |
We Are Social |
Senior Account Manager |
| Emma Cockbill |
We Are Social |
Account Executive |
| Emily Hawes |
We Are Social |
Planner |
Creative Execution
Twitter is awash with hashtags such as #fml and #firstworldproblems.
evian sought to turn these frowns upside down through a tiny super hero, Amazing Baby, the manifestation of Spider-Man’s ‘Inner Child’.
Amazing Baby used his Spider-Senses to find celebrities and influencers with problems to solve. Word of his deeds quickly spread and the social community started using #AmazingBabyRescueMe to send for help.
Amazing Baby responded with tips and Vines to help people to find a Live Young solution to their dilemmas. Because Super heroes need to respond quickly, his average response time was just 10 minutes, even for personalised Vines.
People will always grumble, but amazing Baby did his bit to make social media a happier place:
#AmazingBabyRescueMe was a super-success with a reach of 9.4 million Twitter users
In 2 days he rescued 236 individuals with original, personalised content
Our average Twitter response time was 10 minutes, compared to an industry average of 23.6 hours!
Amazing Baby’s Vines clocked up over 26,000 loops on Vine
All in a couple of day’s work for Amazing Baby - the little wonder of the web.
evian wanted to amplify its partnership with Sony Pictures Amazing Spider-Man 2.
They were launching a TVC featuring Spider-Man’s ‘Inner Child’ alter ego Amazing Baby, and wanted to bring the character’s ‘Live young’ personality to life on social media.
This would reinforce the evian brand values of youth and playfulness, while also generating buzz and conversation around their partnership.
Superheros are known for saving the day.
So what if evian’s own little super hero could turn people’s small problems on their head through fun and engaging ‘Live Young’ solutions.
Using #AmazingBabyRescueMe Twitter users could call for help, no matter how trivial their problem. Amazing Baby took over the evian global Twitter account and swung to the rescue to solve any dilemma with the endearing wit you’d expect from a mini-super-hero.