Evian wants to offer Canadians an escape from the summer heat while promoting the brand through an immersive experience at the National Bank Open tennis event.
The Mountain of Youth clubhouse experience transports visitors to the cold French Alps and explains how the brand’s water is obtained after 15 years of natural filtration through alpine glacial rocks. Created in collaboration with creative agency Mint, the house includes ping-pong tables and branded pink tennis balls to take home, as well as murals with information about evian’s history and its hydrating properties.
The brand had already launched a similar experience at last year’s National Bank Open with Mint. The “Escape to the Alps” experience, designed to educate the audience about evian, included soothing sounds and visual spectacles, such as textured clouds used to tell the history of evian water and its origins.
The activation, which was available from August 5 to 13, welcomed more than 11,000 guests, according to Evian. The brand invited creators such as Olivia Dipede and Aleeya Hutchins to attend the opening and promote the experience.
The Mountain of Youth clubhouse will be open until Aug 12 and will be promoted through OOH. Wavemaker and Carl Social Club are handling the media buy.