evian brings wave of purity to London this January
Monday January 19, 2015 at 11:35am
Mineral water evian is launching a major campaign this month, ‘drink pure’, featuring a collaboration with fashion designers Agi and Sam, a social media campaign and an advertising take-over of London’s Oxford Circus tube station. The Danone-owned water brand’s ‘drink pure’ campaign, designed to contrast with the year’s gloomiest, darkest and often busiest month, has been inspired by evian’s new 'pure drop' bottle design and the water’s Alpine origin. The campaign has already seen Oxford Circus underground station’s pedestrian tunnel, transformed into a stunning Alpine space. The tunnel wrap has been designed to bring a moment of purity to commuters’ daily journey and is part of a full outdoor campaign heroing evian’s new pure drop. The campaign is being supported by the launch of a new fashion collaboration inspired by evian’s purity. A limited edition T-shirt has been created by 2014 GQ Breakthrough Designers Agi and Sam, with a limited edition of 150 for sale from www.agiandsam.com. On social media, tweeters will be able to use evian’s ‘pure me’ website (www.evianpureme.com) to identify the purest description of themselves. The site will scan the user’s Twitter feed and, based on its content, will produce a single word which describes the essence of that person. Each word is carved into a sheet of ice, digitally captured and presented once the app has completed its search. Sarah Dossett, evian UK marketing manager, says: “This campaign is a fantastic opportunity to celebrate purity. It not only reflects the consumer desire, particularly in January, to have a moment of purity in our hectic lives but is also rooted in evian’s product truth, heroed by the new evian pure drop.” The evian pure drop bottle is available to buy from Harvey Nichols at £1 RRP. evian worked with 360 Communications on the T shirt, Havas and MEC on the tunnel wrap and We Are Social on the ‘pure me’ website.