Describe the creative idea

We wanted to build a distinct narrative around the product’s 15-year journey from the top of the French Alps to the consumer’s first refreshing sip. The idea was to invite people to experience evian water’s extensive journey from the snow and rain in the French Alps to a final state that is pure, balanced and sustainably sourced. This was achieved through an AR stimulation of the French Alps. Viewers explore the pristine surroundings and come to understand the process of natural filtration through layers of glacial rocks and the enrichment of the water with electrolytes and minerals. Part entertainment and part education encapsulated by the idea ‘Live the Journey’, viewers drew connections of how evian supports their own journeys to live their hydrated best with the 3 USPs of Purity, Origins and Natural Minerals.

Describe the execution

Using a smartphone to scan the QR code on a limited-edition evian bottle, the user activates a WebAR animation that seamlessly transforms the illustration on the bottle into an immersive 3D experience viewed within a mobile web browser. The three distinctive illustrations for hero bottles, each featuring a different AR animation that transports the user to the alps, were specially crafted by taking inspiration from watercolor motifs and romanticized graphics of nostalgic posters. Merging 2D elements into a 3D world, the experience transports users to a rich and detailed environment where they can explore multiple destinations. Web banners and videos from paid media teased the AR experience and led users to the same interactive world in the browser. Evian water goes through a 15-year purification process, starting off as snow and rain at the peak of the French Alps, which travels down the mountains, onto the glacial plateau and through mineral rock formation, before collecting at the spring at the foot of the Alps. We established each part of the process as a destination with vignettes narrated by voice-over. Like a traveller narrating their adventures of various destinations, the inspirational story of how evian water is created and why it tastes so great is brought to life through the 3D world. For example, at the destination of the French Alps, a user can explore the pristine surroundings and watch snow melting and raining falling onto the mountain peaks and flowing down the glacial as the voiceover narrates the story. The journey is non-linear, so users can explore each segment as they please.