Remember evian’s Live Young campaign? Well, the babies are back but this time they’ll be bouncing back though Snapchat rather than our TV screens!

Rolling out in the US, UK, France, Germany, Benelux and Switzerland, the global Oversized campaign wants to get consumers viewing the world through the eyes of a baby. As such, Evian and long-term agency BETC are prizing the immersive above the passive; launching a Snapchat lens and filter and hosting activations at events across the year and, crucially, choosing to spurn a TVC.

It’s not the first time Evian has sidestepped the medium but an interesting choice nonetheless considering how successful its Live Young ads have been in the past. Baby & Me from 2013 has racked up 142 million views on the brand’s YouTube, while the first iteration – 2009’s Roller Babies – is on 87 million.

Find out their reasons why here: