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National Evian campaign begins

Danone Group of Toronto has begun a national television campaign for its Evian brand of water. This is the first national TV campaign for the brand in Canada. The commercial, called "Fill with Care," was developed by Ogilvy & Mather of Japan. The ad ran in Quebec for six weeks last year as a pilot project. The national campaign began on May 5 and will run until July. The creative shows a woman going about various daily activities. The woman is depicted as semi-transparent to illustrate that the human body is mostly made of water. "The idea that the body is mostly made up of water resonates with consumers," said Michael Thouin, brand manager of Evian Canada. "The fact that Evian comes from the French Alps helps encourage consumers to want to fill their body with the natural purity of Evian." The campaign will air on Global, CityTV, CTV, TSN, Food Network, Showcase, HGTV, SRC, TVA, Canal Vie, Séries +, RDS and Télé-Québec. The company will also begin an outdoor ad campaign for the brand in Toronto in June. The ad, called "Our Factory," consists of a view of the Alps. It was adapted by Sharpe Blackmore Euro RSCG of Toronto.

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