Dua Lipa Headlines Evian's First Global Campaign from W+K
Dua Lipa headlines "Drink True," Evian's first global campaign from Wieden + Kennedy Amsterdam.
The pop star appears in a brief a-cappella video, performing her hit "Levitating" to reflect the product's purity, with some Evian nearby to quench her powerful pipes:
"Stripping everything back to a beautiful and calm flow felt refreshingly different," the singer says in a statement. "It's not often I get the chance to pause and sing my music a cappella, so I hope the fans enjoy it. I have always found that being true to myself is extremely empowering, and I love that it is important to Evian as well."
A second spot takes an entirely different tack, tracing Evian's picturesque journey from its icy source to recyclable bottles, with a local teenager, Manon Loschi, as our playful, indefatigable guide:
Literally a Manon of the Spring! (We're old. Just google it.)
"Drink water, but not just any water," she begins. "Drink water that is born here, in the French Alps, just like me. Drink water that passes through layers of glacier rocks, where it gets its beautiful blend of minerals. Drink water that doesn't just come from a protected source, but from any entirely protected ecosystem."
Her narration ends with the line: "Above all, drink water that has nothing to hide."
"She was the real deal, an 18-year-old pro freestyle skier born in the French Alps, whose passion for the mountain gave our film the authenticity we needed," W+K copywriter Andrew Duncan tells Muse. "She was a champion at dealing with the wild conditions the mountain threw at us over the three-day shoot, meeting every challenge with a smile, even charging into the ice lake at the end."
W+K worked with production house Somesuch on both spots. Vincent Haycock directed the Dua Lipa spot, while Alex Hulsey helmed "Drink Water." They take disparate approaches, but each achieves a slick, positive flow. (No babies. This time.)
"The launch of our new 'Drink True' platform signifies a new era for Evian," says Shweta Harit, the brand's global vp of marketing. "We owe everything to nature, so it's important to be honest and transparent about how we continue to deliver our natural mineral water in a more sustainable way."
The broader goal for W+K moving ahead—and BETC, which works for Evian in France—will be "showcasing our goals of empowering, liberating and greatly improving both people and the planet," Harit says.
Launching today, "Drink True" will play out over 2021 across TV, digital, social, out-of-home and point of sale in the U.S., Canada, China, Switzerland and the U.K.
CREDITS
Client: Evian
Global Vice President: Shweta Harit
Global Head of Brand Equity and Communication: Frederique Beyot
Global Senior Brand Manager: Ilina Atanasova
Global Head of Culture, Digital and PR: Lucille Moreau
Digital & Cultural Manager: Gillian Pryor
WIEDEN+KENNEDY AMSTERDAM
Managing Director: Blake Harrop
Executive Creative Director: Eric Quennoy, Mark Bernath
Creative Director: Joe Burrin, Thierry Albert, Alvaro Sotomayor
Art Director: Cecilia Pignocchi
Copywriter: Andrew Duncan
Head of Broadcast Production: Joe Togneri
Broadcast Producer: Magda Czyz, Stijn Wikkerink, Anna Harkness
Group Account Director: Courtney Swensen
Account Director: Margot Paquien, Andrea Martinez, Franky Wardell
Account Manager: Yulia Prokhorova, Alejandra Arbiol
Head of Planning: Martin Weigel
Planning Director: Emma Wiseman
Head of Comms & Digital Strategy: Danielle Pak
Comms Planning Director: Wes Young
Senior Digital Strategist: Anna Chan
Art Producer: Loes Poot, Stacey Prudden
Head of Design: Joe Burrin
Studio Director: Lizzie Murray
Designer: Lucille Fenouil
Motion Designer: Alex Raybould
Studio Artist: Noa Redero, Cindy Kouwenoord
Project Manager: Caroline Kosse
Business Affairs: Fiona Fan
FILM PRODUCTION 'DRINK WATER'
PRODUCTION COMPANY
SOMESUCH
Director: Alex Hulsey
Director of Photography: Eira Wyn Jones
Producer: Elly Camisa
Executive Producer: Scott O'Donnell
EDITING COMPANY
Trim Editing
Editor: Fouad Gaber
AUDIO POST
750MPH
Sound Designer/Mixer: Sam Ashwell
MUSIC
KOM MUSIC
Artist / Title: Philip Kay / Go With The Flow
Music Company: KOM (Kay/Oskwarek Music)
POST PRODUCTION
GLASSWORKS
Flame: Alexis de Camara
Colorist: Scott Harris
Producer: Rebecca Johnson
FILM PRODUCTION 'DUA LIPA'
PRODUCTION COMPANY
SOMESUCH
Director: Vincent Haycock
MD/Executive Producer: Seth Wilson
Director of Photography: Alexis Zabe
Producer: Roisin Audrey Moloney
Executive Producer: Seth Wilson
Steadicam: Brian Freesh
Production Designer: Rene Navarrette
Celeb Stylist: Lorenzo Posocco
Celeb Makeup: Samantha Lau
Celeb Hair: Chris Appleton
Celeb Nails: Kimmie Kyees
Stylist: Marta Villalobos
Hair: Amanda Bourne
Makeup: Gia Barsocchini
Casting: Elise Tyler
Special thanks: Pasadena Civic Auditorium (Matthew Hourihan & Peter DeClerk).
EDITING COMPANY
The Quarry
Editor: Adam Biskupski, Gary Forrester
Assistant Editor: Jack Moore
Head of Production: Tor Adams
EDITING COMPANY (SOCIAL)
Editor (Social): Scotti Raz
AUDIO POST
FACTORY
Sound Design/Mix: Dan Beckwith
Audio Producer: Lucy Spong
MUSIC
Artist / Title
Dua Lipa / Levitating
Music Company
Master: Warner Music
Publishing: Universal Music Publishing, Sony Music Publishing, Kobalt Music, Warner Chappell
BEHIND-THE-SCENES IMAGES
Photographer: Lauren Leekley
POST PRODUCTION COMPANY
Glassworks
Lead 2D Artist: Kyle Obley
2D Artists: Alexis da Camara, Nils Crompton, David Forcada
Colourist: Scott Harris
MCR
Andrew Kidd, Leonardo Grassi
Chief Operating Officer: Chris Kiser
Head of Production: Belén Palos
Producer: Katie Liston
OOH PRODUCTION (SILHOUETTES)
Photographer and Director: Viviane Sassen
Production Co: We Folk
Local Production: Spark Productions
DOP: Wouter Verberkt
Stylist: Linda Gerritsen
H&MU Artist: Irena Ruben @ House of Orange
OOH PRODUCTION (LANDSCAPES)
Photographer: Nick Meek
Represented by Siobhan Squire
OOH POST PRODUCTION
Retoucher: Titus Cliff
