To highlight the purity of Evian products, the pop star performed her hit Levitating a cappella.
French bottled water brand Evian, owned by Danone Corporation, has launched a global advertising campaign with creative agency Wieden + Kennedy Amsterdam.
The main message of the Drink True campaign was the idea of the purity of the brand's products. To underline this idea, the star of the video specially filmed for the new campaign, the popular British singer Dua Lipa, performed her hit Levitating only with her voice, without any musical accompaniment. In the advertisement, the singer is rehearsing her performance on a luxurious stage without spectators, next to her is constantly Evian bottle. As conceived by the creators of advertising, it is this water that helps the singer maintain the purity of her voice in the tense conditions of rehearsals.
The advertising campaign consists of two videos, in the second video the French teenager Manon Loski became the center of attention. She runs through picturesque natural settings, recounting the journey of Evian water from glaciers in the French Alps to the final product in recyclable plastic bottles. Snowy forest, drops of water from icicles, flowers breaking through the snow, calm waters of a mountain lake - all these images emphasize the idea of purity and natural origin of the brand's products. At the end of the video, Manon, who is a professional freestyle skier, urges: "Above all, drink water that has nothing to hide."
The Drink True campaign will roll out throughout 2021 on TV, online, social media, outdoor and point-of-sale in the US, Canada, China, Switzerland and the UK.