Evian brings Alps to London Underground

The pedestrian tunnel inside London's Oxford Street Tube station has been transformed into an Alpine setting as part of Evian's latest marketing campaign.

Evian's pure me campaign features Alpine theming in London's Oxford Street station
Evian's pure me campaign features Alpine theming in London's Oxford Street station

The drink pure campaign, which the water brand has designed to contrast with the year’s gloomiest, darkest and often busiest month, has been inspired by Evian’s new pure drop bottle and Alpine origin.   

Evian said the tunnel wrap, which the brand worked with agencies Havas and MEC on, has been designed to bring a moment of purity to commuters’ daily journey, and forms part of a wider outdoor campaign.

Sarah Dossett, Evian UK marketing manager, said: "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 routed in Evian’s product truth."   

A digital element to the campaign will allow online fans to use Evian’s ‘pure me’ website 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 has been carved into a sheet of ice, digitally captured, and will be presented to the individual once the app has completed its search.

The campaign is also being supported by the launch of a new fashion collaboration inspired by Evian’s purity. One hundred and fifty fashionistas will be able to purchase a limited-edition t-shirt created by 2014 GQ breakthrough designers Agi and Sam.

The garment uses heat embossing rather than traditional stitching or inks, and has been manufactured in the UK using unbleached Sea Island cotton.

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