evian is known for its famous 'Live Young' campaigns starring amazing babies - especially the roller babies commercial, which achieved Guinness World Record status for most viewed ad on the Web and continues to top YouTube charts. This time around, evian wanted to express the 'Live Young' spirit in a new and engaging way. The challenge we faced was finding an original angle using the microblogging service Twitter.

Launch the campaign
Published
November 2012
Topics

The Story

evian is known for its famous 'Live Young' campaigns starring amazing babies - especially the roller babies commercial, which achieved Guinness World Record status for most viewed ad on the Web and continues to top YouTube charts. This time around, evian wanted to express the 'Live Young' spirit in a new and engaging way. The challenge we faced was finding an original angle using the microblogging service Twitter.

We wanted to express the playful ‘Live Young’ spirit. So we wondered, "What if Twitter became a toy not a tool?" We designed Melotweet to transform Twitter into a musical experience, in which you could turn each of your incoming tweets into cascading musical notes while continuing to use the site normally. We created something you can play very easily with your fingers, even if you’re using an iPad or a tablets.

The Technology

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    Social

    Twitter

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    Web/Apps

    Google Play

The Results

To evaluate Meloweet's success, we looked at people’s feedback rather than the number of downloads. We were hugely satisfied to learn that most people enjoy playing with Melotweet for tens of minutes, posting thousands of positive comments on Twitter. Above all, they understand the core message of evian: that youth isn’t just a question of age, it’s a state of mind. It’s a new outlook on everything, like that of a child, the ability to awaken our sense of wonder.

Launch Date Oct. 30, 2012