Evian is known for its naturally pure water. It runs down a mountain for 15 years before it’s bottled. That’s it. Nothing added, nothing taken away. So in a culture overrun by fillers, filters and deep fakes, Evian wanted to make a stand for the purity of simple truth. 

That stand took the form of a completely transparent art installation to launch the Drink True campaign in Canada. We recreated Evian’s iconic mountain range out of vibrantly pink prisms and unveiled it in downtown Vancouver. Messages of true-isms were etched into the prisms, revealing themselves as the sunlight moved through the day. 

In addition to the art installation, Evian partnered with BC Mountain Foundation, donating $10, 000 to help protect the kind of ecosystems their naturally pure water comes from.

The activation 2.97+ million earned impressions and 25 million media impressions, reinforcing the power and beauty of truth - pure and simple. 

Art Director: Sam McCourt Copywriter: Jeff McQuarrie