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New international Evian campaign begins

Bottled water company Evian has begun a new advertising campaign called "Live Young" in Canada, the US, the UK, France, Germany and Japan. The 60-, 30- and 15-seconds television commercials, developed by Euro RSCG, depict babies rollerskating and breakdancing. "To Evian, youth is not a matter of age, but a mindset, a youthful mindset that is optimistic, believes that everything is possible, and is curious and eager to discover the world, much like that of a child," said Jérôme Goure, marketing vice-president at Danone Waters of America. "The babies in this campaign exemplify this attitude and the celebration of adding life to your years."

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