Evian’s latest push - which build on the 'roller babies' and 'Spider Man baby' ads of the recent past - taps into the sun, sea and sand of the holiday season.
In this instance Evian has opted for posters, with each split into two, the first half featuring the legs of an adult, the second the torso and head of a baby.
Their coming together forms the aforementioned baby-adult hybrid, badult, or as Evian puts it: "Little Big Baby".
For all our cynicism, there’s no denying the posters’ craft - the images are expertly fused to delight/disturb and get us buying water.
Agency: BETC Paris