evian UK x Wimbledon — Thank You Key Workers

Overview

As Wimbledon's official water partner, the unexpected cancellation of The Championships during the pandemic left Evian to reassess its positioning amid global uncertainty. In response, we proactively redirected the partnership to engage and support the community by honoring UK heroes battling the pandemic. A unique fresco by artist Clemence Gouy invited the British public to nominate key workers on social media, offering exclusive ticket/experience giveaways, including access to the iconic Evian VIP suite, typically reserved for global celebrities.

The campaign's overwhelming success made it one of the most engaging initiatives and led to a two-year extension, enabling Evian to fully leverage its Wimbledon partnership and contribute meaningfully during challenging times.

Role - Creative Direction
Strategy Development
Concept Development
Art Direction (Key Art, Artist Sourcing)
Production Oversight
Team Management
Client Management

Project
Social & PR Activation

Activation

The key art focused on the power of togetherness and supporting diverse key workers, incorporating a color palette that harmonizes both Evian and Wimbledon branding.

Activated through 4 main channels: Evian’s social channels (organic and paid), Wimbledon’s social channels, PR partnerships, UK influencers, and athlete ambassador Kyle Edmund who actively promoted participation on social media.

Campaign Outcome

The initiative achieved a total reach of 155 million and substantial UK media coverage across mainstream, sports, female-focused, and marketing titles and channels including The Sunday Times, The Sun, Mail Online, Sky Sports News, Marketing Week, OK, Marie Claire, Activative, The Drums.

Results included a digital reach of 3.9 million, 11k entries, and 68k engagements, with PR reaching 151 million circulation.

Return of The Championships

Centered on the power of togetherness, London artist and designer Yinka Ilori elevated the Evian VIP Suite with vibrant custom artwork. Key workers attending the event had the unique opportunity to meet Evian ambassador Kyle Edmund, and an exclusive appearance by Dua Lipa dedicating a special message for them.

Illustrator
Clemence Gouy