evian® brings wave of purity to London this January

fashion collaboration, ‘pure me’ website and pure London TfL advertising takeover

evian® is treating London commuters, fashion fans and social media users to a refreshing wave of purity this January. The drink pure campaign, designed to contrast with the year’s gloomiest, darkest and often busiest month, has been inspired by evian®’s iconic new pure drop bottle #pureme and evian®’s Alpine origin.  

The campaign has already begun at Oxford Circus underground station, where evian® has transformed the usually impure pedestrian tunnel into a stunning Alpine space. The tunnel wrap is 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. 150 lucky 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. It will be available from January 12 exclusively from www.agiandsam.com.  

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, heroed by the new evian® pure drop.”  

 On social media, tweeters will be able 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 presented once the app has completed its search. Find out more at www.evianpureme.com from January 13.

evian® pure drop is available to purchase 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.
 

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