A new Evian campaign, created by Toronto-based Sharpe Blackmore Euro RSCG and featuring scantily-clad models against a backdrop of the French Alps, launches across North America this week. The print and OOH campaign represents the first time the agency’s work for Evian has been picked up for use in the US.

Ron Tite, VP/CD at Sharpe Blackmore, tells MiC the picture of the Alps plus the tagline, ‘The most important body of water is your own. Fill with care,’ effectively delivers the message that the Alpine origin of Evian is what makes it different from other bottled waters.

The ads will appear in Canada on billboards in Toronto, Montreal and Vancouver later this month, and in issues of Toronto Life, Vancouver Magazine, Food and Drink, Flow, Flare, Canadian House and Home and other publications starting in June. South of the border, the creative will be deployed in taxis, bus wraps and billboards in New York, Miami and L.A. Media buys were done by Cossette in Canada and Mediavest in the US.