Turning every bottle into a portal to play.

The brief

In 2024, with the Paris Olympics capturing global attention, evian wanted to amplify its sports positioning and engage Asia-Pacific consumers in a way that connected purchase with play. The challenge was to move beyond traditional campaigns and create an activation that made the brand’s healthy, active ethos tangible, delivering not just awareness, but interaction, fun, and repeat engagement across multiple markets.

What we built

UNCANNY transformed every limited-edition evian pack into a portal to play. With a simple scan, consumers unlocked one of three fully playable sports games, tennis, sailing, or golf, each built using our proprietary WebGL pipeline with real-time physics simulations.

• Tennis featured a custom ball-physics engine with spin, bounce, and collision detection tuned to feel authentic to the sport.
• Sailing integrated real-time wave and water shaders with dynamic buoyancy physics, creating a convincing sensation of navigating unpredictable seas.
• Golf combined ball physics with a procedural wind simulation, where shot trajectory, drag, and landing varied with live conditions.

All three titles were engineered mobile-first, balancing advanced gameplay logic with performance optimisation to ensure smooth play across devices and networks in eight APAC markets. From packaging to play, the campaign created a seamless digital journey that blended physical product, sport, and interactive storytelling.

Results

The result was not just a gimmick, but an immersive brand experience that rewarded consumers for engagement and reinforced evian’s identity as a lifestyle brand for active living. The campaign achieved a 14% scan engagement rate and was activated globally.