Evian has enlisted Dua Lipa and a French freeskier for an empowering global campaign, as part of its sustainability-focused brand platform.
The main ad follows the journey of Evian water from cloud to source via the glacial rocks of the French Alps. "Drink water which not only comes from a protected source, but an entirely protected ecosystem," teen freeskier Manon declares as she saunters through the picturesque alps where the Danone-owned brand has been produced for 15 years. It ends as she encourages people to "drink water that has nothing to hide".
A second spot for the campaign features pop star Dua Lipa as she drinks Evian during soundcheck before smashing through an a cappella version of her popular single Levitating. Both TV films were launched alongside digital and outdoor activity. The campaign is running in markets including the UK, US, Canada, Switzerland, China and Japan.
The main ad was written by Andrew Duncan, art directed by Cecilia Pignocchi and directed by Alex Hulsey through Somesuch; while the spot starring Dua Lipa was directed by Vincent Haycock through Somesuch.