Evian tries elixir of youth campaign Agency: Havas Worldwide Territory: UK Verdict: 2/5 Just what we need to chase away the winter blues: a chance to play on swings and see-saws under manufactured snow in London's financial districts. Evian, the mineral water produced by France's Danone, is exhorting us via a poster and video campaign to "live young" and get in touch with our inner child by swinging high at Canary Wharf or riding on a see-saw in Finsbury Square. Boot camp it's not, but those more interested in childlike magic than toned torsos will be rewarded by flurries of snow from a kinetically operated snow machine. Brand manager Laura Pope says Evian likes to emphasise the youthful aspect of its water rather than delivering a hydration message: "It's about being young at heart and getting in touch with the part of you that's playful." Less playful types might recall that playgrounds often become battlegrounds, with alpha-toddlers hogging swings; lowlier sprogs bawling "MY TURN!"; and mini-masters of the universe usurping both. Ms Pope does not foresee any such behaviour from adults: she thinks they will have a quick, peaceful swing on the way home or to work. ." . . if it doesn't make you late," she adds. Even non-alcoholic drinks producers have to encourage responsible behaviour.