Melbourne has come alive over the last few weeks with Moomba in full swing and Federation Square a brimming hub of excitement. Part of the excitement stemmed from one metre snowflakes floating through the city air, enamouring passersby. Curious onlookers were drawn to the Evian activation where snow machines were blowing snow in various directions, and kids were jumping up and down enjoying the faux winter atmosphere.
A large refrigerated cube held centre stage at Fed Square promoting the unveiling of Evian’s new bottle design which ‘captures the purity of the pristine French Alps’. To celebrate the launch we were invited to a night of indulgence in which we embraced our inner child and played in the snow, all the while enjoying fresh bottles of chilled Evian. Canapes of fresh oysters and various seafood inspired delicacies were handed around to a host of excited attendees. Photos were taken and uploaded onto Instagram with the hashtag #evianpurityau in order to not only receive a printed photo, but also to enter the competition to win a trip to the home of Evian in France! Everyone took it in turns having their playtime in the cube, throwing show and enjoying the various winter style props on offer.
Over the five days the Evian cube inhabited Federation Square the activation attracted thousands of visitors, and was a fantastic idea to launch their innovative new design. Large snowflakes continually floated over rooftops in the CBD, and excited shrills were heard by children passing by as they eyed the mountains of snow. A fantastically unique concept to showcase a brand so intent on providing a fantastic consumer experience.