The Evian Playground Taps Into Adults' Inner Child
Meghan Young — January 8, 2013 — Marketing
The Evian Playground was created as part of the company's ongoing Live Young campaign. An interactive installation, it involves jungle gym staples including a swingset and see-saw that have been hooked up to a snow machine. Located at the Canary Wharf in London, England, a city that doesn't get much snow during the winter, the Evian Playground taps into people's inner child on more than one level.
Put together by advertising group Havas Worldwide, the Evian Playground creates more snow the more people participate. Eloise Smith, Havas Creative Director, says, "We’re creating the most unusual playground London has ever seen, combining the purity and youthful spirit of Evian to create a world’s first in kinetically powered snowfalls."
The Evian Playground also has a Facebook page that provides tips of living young.
Put together by advertising group Havas Worldwide, the Evian Playground creates more snow the more people participate. Eloise Smith, Havas Creative Director, says, "We’re creating the most unusual playground London has ever seen, combining the purity and youthful spirit of Evian to create a world’s first in kinetically powered snowfalls."
The Evian Playground also has a Facebook page that provides tips of living young.
Trend Themes
1. Interactive Playground Installations - Disruptive innovation opportunity: Develop interactive playground installations that combine imaginative play with unexpected elements, like creating artificial snow.
2. Kinetic-powered Snow Machines - Disruptive innovation opportunity: Explore the use of kinetic power to generate artificial snow, providing a unique and immersive experience for participants.
3. Youthful Spirit Marketing Campaigns - Disruptive innovation opportunity: Create marketing campaigns that tap into people's inner child and promote a sense of fun and playfulness.
Industry Implications
1. Advertising and Marketing - Disruptive innovation opportunity: Incorporate interactive installations and imaginative concepts into advertising and marketing strategies to engage audiences in a memorable way.
2. Entertainment and Theme Parks - Disruptive innovation opportunity: Integrate unexpected elements, like artificial snow, into amusement park attractions or themed entertainment experiences to enhance visitor engagement.
3. Outdoor Recreation and Adventure - Disruptive innovation opportunity: Fuse traditional playground equipment with innovative features, such as kinetic-powered snow machines, to create unique outdoor recreational experiences for individuals of all ages.
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