Dua Lipa Teams up With Evian for Drink True Campaign
Grammy-performer and 6-time nominee Dua Lipa has been extra busy as the Grammys approach. Given the illustrious title of CEO
Ivy Griffith
Grammy-performer and 6-time nominee Dua Lipa has been extra busy as the Grammys approach. Given the illustrious title of CEO of Hydration at Evian, Lipa is giving fans a peak behind the curtain in a new campaign with the water giant. With the first release in their new Drink True campaign, Evian is giving fans a look at Lipa’s unfiltered talent and her song “Levitating,” with an unexpected twist – the first ever a capella performance of the hit.
Lipa’s Accomplishments are Many and the Collaboration with Evian is a Wellspring of Opportunity
Lipa’s collaboration with Evian is just the newest in a long line of stunning accomplishments. Evian proudly shared Lipa’s career in a press release explaining what the collaboration would entail; “Global pop superstar Dua Lipa released Future Nostalgia, her #1 UK sophomore album, in 2020 to worldwide acclaim. It was one of the best reviewed albums of 2020 and debuted in the top 5 of the Billboard 200 Album Chart. Upon release, Future Nostalgia was the most streamed album in a day by a British female artist globally in Spotify history and has over 4.5 billion streams to date. Dua is frequently the biggest female artist in the world on Spotify, and is currently the fourth biggest artist overall with over 60 million monthly listeners.
The album’s certified US 3x platinum lead single ‘Don’t Start Now’ is a worldwide hit with one billion streams on Spotify alone, and a #2 spot on the Billboard Hot 100, a career high for the pop star. The track also broke her personal best record of weeks at #1 at US Top 40 radio. Dua followed the success of ‘Don’t Start Now’ by releasing smash UK single ‘Physical,’ and her US Top 40 #1 ‘Break My Heart.’ Most recently, Dua was nominated for 6 Grammy awards, including Record, Song, and Album of the year. Future Nostalgia is the follow up to Dua’s eponymous 2017 debut, which is certified platinum and spawned 6 platinum tracks. She made BRIT Award history in 2018 by becoming the first female artist to pick up five nominations, with two wins for British Breakthrough Act and British Female Solo Artist, and received two Grammy awards for Best New Artist and Best Dance Recording in early 2019. “
Lipa and Evian in Beautiful Harmony
Lipa said of the campaign, “I had so much fun filming the new Drink True ad for evian. Stripping everything back to a beautiful and calm flow felt refreshingly different. It’s not often I get the chance to pause and sing my music a cappella, so I hope the fans enjoy it. Being part of this campaign means a lot to me; I have always found that being true to myself is extremely empowering and I love that it is important to evian as well.”
The collaborative effort is the brainchild of award-winning director Vincent Haycock. The press release explains, “The stunning short film sees Dua connect to her true self and perform in a stripped-back and pure style, showcasing her natural talent.
The campaign celebrates authenticity, transparency, and honesty. This notion reflects the uniquely sourced evian spring water from the French Alps; mirrored in Dua’s pure and stripped back a cappella performance.
The documentary-style longform video follows Dua Lipa in real time, as she walks on stage to complete a soundcheck. We see Dua relaxed and happy as she prepares for her performance.
When Dua walks on stage there is a sense of calm. After hydrating herself with a sip of evian, Dua is ready for her soundcheck and to perform a mesmerizing a cappella version of her hit single Levitating – off of her platinum album Future Nostalgia which has a staggering 7 billion streams.”
A Short Film with a Focus on Lipa’s Natural Talent
In the release about the campaign, Shweta Harit, VP of Marketing at evian, said: “Dua Lipa’s iconic music and raw talent make her the perfect match for our uniquely-sourced evian natural spring water. At evian we believe in empowering, liberating and greatly improving both people and the planet. We owe everything to nature, so in accordance with the Drink True campaign, it’s important to be honest and transparent about how we continue to deliver our natural spring water in a more sustainable way.”
Lipa is a champion for the young-at-heart and hopes the campaign will celebrate authenticity and embracing new ideas. Evian’s signature class combined with the tremendous talent and positive energy of Lipa promises a team of unbeatable synergy and forward movement.
The campaign was created in partnership with the global creative agency, Wieden & Kennedy Amsterdam and is available on evian.com.