In a world of economic recession, buying bottled water has become a luxury.In such a price driven market Evian needed to justify its premium price.Our strategy: break free from the water category rules, and act like a big, soft drink brand, even with a very limited budget.

We wanted to link your fridge directly to the Alps, in order to allow people to buy Evian water from their kitchen. So we came up with a pure white drop connected to the internet.We designed it with a « retrogaming » aspect, that says « fun & easy to use »: it’s like a Nintendo Gameboy that could order Evian water.

The campaign was launched in the middle of April so we don’t have any results yet. Apart from the buzz in blogs and specialised press.