Evian has harnessed Maria Sharapova and pop stars Rizzle Kicks to create a music video called ‘Tell Her’ that forms the core of the official water brand’s Wimbledon 2014 partnership activation.
The film, developed by agency Kameleon, is both the centrepiece of Danone brand’s new tournament-focused viral campaign and the new video for the hip-hop (pop) duo’s summer single.
The three-minute video, Packed with Evian product placement, shows Rizzle Kicks on the trail of the queen of the court and their search for Sharapova takes them across Wimbledon village and The All England Club
The tennis was the pair’s teenage crush (with the walls of their house even papered with Sharapova photos), and to their delight while watching her in a post-match TV interview she answers the questions ‘What are you listening to’ with the reply ‘Rizzle Kicks – they’re really cool – I would love to meet them’.
The video has been seeded across the web and on YouTube is billed as ‘Evian & Rizzle Kicks’
The Evian campaign sits neatly within its ongoing ‘Live Young’ initiative – indeed previous ‘Live Young’ creative e is further referenced in the video in the form of baby versions of Rizzle Kicks.
The campaign is further supported by giant outdoor digital screens, print executions and social media work, plus display and point-of-sale units in retail outlets across the UK (including Boots, Tesco and WHSmith).
Unusually, the push also includes a dedicated microsite within the official Wimbledon.com tournament website
Kameleon’s campaign copywriter and art director was Nick Chapin, with the music video produced in-house by the agency with Matt Klemara producing and Tom King directing.
Media buying was run through MEC.
‘We are so excited to work with our newest live young ambassadors, Rizzle Kicks. This fantastic video celebrates the live young spirit in a completely new way,’ said Danone Waters head of marketing Pam Pines.
‘It has been great fun to work on the project and we know that music and tennis fans alike are going to love it.’
The Brighton bandmates Jordan Stephens and Harley Alexander-Sule said in a press release: ‘We were both really excited about the opportunity to do something different and work with Evian, especially as it meant we got to work with our long-time crush Maria Sharapova.’
Sharapova herself adds: ‘Music is one of my passions and what great fun to star in my first music video! The video is really playful.’
The single ‘Tell Her’ will be released after the tournament on 11 August through Island Records.
Other Evian activation strands for the tournament include the return of its support for ‘Evian Off-Court At Wimbledon’, its social media work led by the #LetsPlay hashtag and even a ‘Babyfication Booth’ in the on-site Evian Suite.
Comment
Evian, the official bottled water of Wimbledon, has been using Sharapova as a global brand ambassador for several years now and she has fronted previous Wimbledon campaigns from 2012’s ‘Real Time Ball Hunt’ (see case study), as well as appearing in 2013’s ‘Evian Wimbledon Wiggle’ and ‘Evian Of-Court At Wimbledon’ (see case study).
The highest earning women’s tennis player, Sharapova has had a slew of endorsements deals – from Canon, Gatorade and Land Rover, to Motorola, Tag Heuer, Tiffany, Tropicana and Porsche, plus tennis related brands Head and Nike (and she even has her own line of sweets called Sugarpova).
Sharapova isn’t the first tennis player to feature in a recent music video. For example, Rafael Nadal stars as Shakira’s lover in the video for her song ‘Gypsy’,
and retired star Anna Kournikova appeared in the Enrique Iglesias video ‘Escape’.
Links
Evian Wibledon Website
Evian Twitter
https://twitter.com/evianwater
Evian facebook
https://www.facebook.com/evian.unitedkingdom?brand_redir=1
Evian Instagram
http://instagram.com/evianwater
Evian Pinterest
http://www.pinterest.com/evianliveyoung/followers/
Wimbledon Website
Rizzle Kicks ‘Tell Her’ on iTunes
