Evive
TV Idea and Ad Campaign
INSIGHT FOR EVOLUTION YOU CAN SAVOR
The name Evive comes from two French words - vive(life) and évoluer (to evolve). The name is also a palindrome and is a circular logo, so you can read it infinitely.
As we see it, EVIVE has re-invented the wheel. We all see the original wheel as a symbol of mankind’s progress. But, as we all know, somehow we got sidetracked by the industrial revolution and lost sight of important things, like taking care of our health by watching what we eat, our diet, and how we grow our food.
So, our long-term campaign idea is clear. We have to get back on track, live healthier lives, and enjoy wellness. We must join Evive’s Food Evolution and try this version (or re-invention) of the Wheel: it is easy to prepare, it is non-GMO, mostly organic, nutrient-rich food... and above all, tastes great, makes you feel good and connected to your community and family.
1st Spot Idea
EVOLUTION YOU CAN SAVOR | SPOT IDEA (Intro to Campaign)
Video: We open with a beautiful wide shot of a green jungle or a yet- untouched-by- man wild landscape.
VO (or written): Once | We Were The Best Fruit And Vegetable Pickers | On The Planet
Video: We see a sequence of light-hearted, humorous scenes of prehistoric-looking gatherers picking bananas, blueberries, tomatoes, avocados, carrots, etc. All are shown in beautiful colors as they pick them from the ground or while climbing spectacularly looking trees. We also see that they help each other, are kind to each other, help prepare delicious-looking fruit and vegetable-based dishes, etc.
VO (or written): But Then | Everything Changed
Video: We see a nerdy-looking tribe man patting his new invention as he gently pushes it out for all to see: It’s the wheel! The ‘inventor’ smiles and raises his eyebrows up and down in self-content.
Video: The others in the tribe drop the fruit and vegetable sacks to the floor as they come closer to admire this new wonder. They all let out a prehistoric ‘oooooh!’
Video: A fast-forward segment shows us tiny snippets and glimpses of key moments in history - things that are meant to show mankind's leap forward and progress in history (such as planes, cars, big cities, industry, factories, etc.). This fast-forward segment suddenly stops at a present-day kitchen. Fingers snap in front of the husband's face who is sipping on a straw from an Evive jar.
Spouse: Earth to Ed...come on, we got to meet everyone at the picnic!
Video: The finger-snapping brings him back from this vision he just had. He picks up one Evive wheel, looks at it, patting it a bit with his fingers. He smiles to himself. He gives a sweet kiss to his wife and calls the children to come down because they are leaving.
VO (or written): Everything Is Changing | Again
Wide shot (drone) outside with a couple of neighbors waving friendly, and children running around and finally getting into the car.
VO (or written): Get Back On Track
EVIVE | Join The Meal Evolution
Simple, minimalistic animation of the product bags and their different presentations appear as the wheels for each one roll from the sides against a white background.
VO: Making healthier diet choices in your life impacts directly on stress levels, wellness, and social life. Evive offers fresh-frozen delicious Smoothies & Meals made with Organic fruits & veggies picked at their optimal time, to bring you delicious, healthy goodness!
The slogan appears: ‘Evive. Evolution You Can Savor’ Website address and/or phone
INSIGHT FOR LIFE IN THE SMOOTH LANE
We wanted to portray the lifestyle of anyone who has shifted from their past daily habits to a healthier one. We wanted to focus on the positive impact this has on people's lives in a way they can relate to when they see the campaign. These are regular people after all. What's important is Evive's contribution to their daily life and the fact that it can help their journey to wellness.
As we read somewhere, it’s the ‘little wins’ that are crucial.
The campaign creates a light-hearted contrast between what might be a so-called ‘winner’ and what Evive sees as 'real winners' in real life. In these spots and ads, he or she has a much richer life because it is filled with emotion, laughter, social connectedness, and physical and mental health through healthy choices.
The photographic style of the film in the spots is very realistic and rich in color, simple and minimalistic - all used to enhance the human aspect of the stories.
Life In The Smooth Lane | SPOT IDEA 1
1
Video: We see a man coming out of a music shop. He’s got a little package in his hands.
VO: This is a musician. Like most musicians, he’s got commitments...
Video: He gets on a bus. Takes a side window and enjoys the beautiful city view.
VO: Travels...tours... and road trips.
Video: He gets out at his stop and encounters a street musician who says hello very enthusiastically. In return, he drops some pennies in his hat.
VO: Fans everywhere...
Video: He is changing the strings of a guitar. Takes the strings out from the little package he just bought.
VO: And sometimes even has to be a roadie if he needs to...
Video: Then we see him coming out of the kitchen, guitar strapped, with his lady beside him, holding a lit-up cake with 7 candles. He plays and sings for the little girl who is smiling and looking very happy in the middle of the living room. Some little kids and parents also chant the birthday tune.
VO: He will do anything to get to that next gig...You never know...it could be the most important gig of his life.
We see him sipping a smoothie from an Evive jar. Then place it on the little night table beside the small bed. He tucks in the already sleepy birthday girl and gives a sweet kiss.
VO: Evive smoothies are made exclusively with organic fruits & veggies that will help reduce stress, have more positive social interactions, and achieve optimal wellness.
(Through minimal clean animation, under the Evive logo, 'Evive' appears first, then flips for the 'Experience' word, and then the slogan appears afterward)
Evive. Experience Life in the Smooth Lane.