Eviair (not Evian) seems to be one of the largest "ad" campaigns to have recently hit the streets of New York. Exhibited on phone booths to dumpsters all across the city these ads are endorsing a new and unusual product - bottled clean air. Some of the black and white ads feature young girls on piggy back, a young woman tending to her garden or a father carrying his son at the beach- these familiar scenarios quickly turn grim though as the models are wearing gas masks which are attached to a bottle of Eviair. I am not sure who can be credited for these creations – possibly an environmental group or street artists- but they are an effective campaign that highlights the need to improve air quality or our future looks bleak.
Karine (New York, June 2011)
