Evian is building two "adult playgrounds" in London for harried office workers.
Evian is tapping into one of our 10 Trends for 2013, the idea that adults will adopt for themselves the revitalized idea that kids should have plenty of unstructured play to balance out today’s plethora of organized and tech-based activities. Next week, as part of its “Live Young” campaign, the Danone brand is turning two busy spots in London into adult playgrounds, outfitted with swings and a seesaw. Using the equipment will trigger snow machines, adding an element of whimsy. An Evian brand manager noted that the installations are intended to help stressed workers “get in touch with their ‘live young’ spirit by letting go and having fun.” The idea is reminiscent of the adult-sized Playland that McDonald’s created in Sydney in 2010 for harried office workers.