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Wet in search of wild

Published on .

Evian's new international print/outdoor effort, from BETC Euro RSCG in Paris, is all about, uh, haute horticulture. Themed "Evian, natural source of youth," and intended to boost the product's status in emerging markets like China, Japan and Russia, the campaign "reinterprets the analogy of a plant that grows and regenerates, thanks to water," according to the company. So we have three catwalk up-and-comers-Diana Dondoe, Jovita and Romina, if you're keeping score-"exuberantly watering themselves with Evian natural mineral water, elixir of youth." Ponce de Leon, tough merde.

Client: Evian Agency: BETC Euro RSCG, Paris CD: Remi Babinet AD: Florence Bellisson CW: Veronique de Surmont Art Buyers: Isabelle Mocq, Malik Kinde Photographer: Karen Collins

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