Today marks the launch of evian's Drink True global platform, steering the way for the brand to continue its journey towards becoming circular by 2025. Created together with its … read morenewly-appointed global creative agency of record W+K Amsterdam, the two-part campaign launches with a documentary-style film starring Dua Lipa global popstar and evian brand ambassador. The second part, Drink Water, is an ode to nature, depicting the truth of evian water: a 15-year natural filtration journey, through the pristine French Alps, before reaching the natural source of Evian-les-Bains. The Drink True platform celebrates authenticity, transparency and honesty, notions that perfectly reflect the uniquely sourced evian natural mineral water the way nature intended. Born of a millenia-old natural process, evian is more than just water, it is an invitation to live with integrity. Dua Lipa was announced as evian’s new global ambassador in July 2020. A champion of the young-at-heart, Dua empowers those who have new ideas and authentic energy that will challenge the status quo and regenerate the world; moving culture forward with their passion and consciousness. Featured in the documentary style 90-second film, directed by Vincent Haycock, we see Dua Lipa walk on stage to complete a soundcheck. In her truest form, relaxed and happy she starts to sing a mesmerising a cappella version of her hit single ‘Levitating’, and we are shown the power of letting your true self shine as she showcases her innate talent. The second part of the campaign, the Drink Water 60-second film, depicts the water’s miraculous journey from cloud to source. It’s narrated by a teenage outdoor enthusiast who is almost as old as the water that has been naturally crafted by the glacial rocks. Playing out via a range of assets across TV, digital, social, OOH, POS, the first campaign under the Drink True platform aims to highlight that being true has the potential to empower, liberate and greatly improve people and the planet.
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