Evian is coming back with its tees featuring babies’ bodies—now the funny clothes is available not only for models of the “Live Young. Baby Inside” campaign, but for everyone, who wants it. Continuing the project, launched earlier this year, the French water brand is inviting its fans to join a great photo session, slated for July 24, and become a part of the ‘juvenile’ movement.

Volvo is continuing «The Naughty Volvo» campaign, launched back in March and dedicated to the Subject60 model, by a study aimed at finding out which of the big European cities is the ‘worst’ one in terms of public behavior. The project, conducted in Berlin, London, Milan, Paris and Madrid, was revolving around ethnographic observations on how people react to the special ‘hidden’ experiments. The aim of the study was to define if people from these capitals have the same attitude to the same things or not.

On June 11, the day when the World Cup 2010 kicked off, Umbro launched its colourful contest called “Spirit of South Africa”, inviting all of its fans to capture the spirit of the championship (both in their countries and on the spots where the matches were actually played). The quality of the image or the place, where the snap was taken, was optional, the main thing about the work was that it was supposed to embody the spirit of the festive sport season in the best way. With the tournament over, Umbro is glad to announce the winners.

AXE has launched another controversial campaign, revolving around a very delicate theme—men’s ‘early perspiration.’ With all its bold promotional projects focusing on male-female carnal relationship, now AXE seems to be touching probably the most embarrassing topic for men—their ‘too prominent’ reaction to hot ladies. Despite the fact that the sexual references are clear, the campaign keeps within the bounds of decency and showcases nothing else but guys’ wet armpits.

McDonald’s Germany encourages teenagers and young adults to help make the cities and towns clean. In its new anti-littering campaign, launched in May ahead of the FIFA World Cup 2010, the global fast-food chain is asking young residents of urban areas not to throw litter around. The new campaign called “Gib Müll eine Abfuhr!” (“Remove the Trash”) invites youth to ‘score’ their goals with a ball made of used crumpled packaging.