| Title | (BELVEDERE)RED 2016 |
| Brand | MOËT HENNESSY USA |
| Product/Service | (BELVEDERE)RED |
| Category |
E02. Drinks |
|
Entrant
|
BRANDOPUS London, UNITED KINGDOM
|
|
Idea Creation
|
BRANDOPUS London, UNITED KINGDOM
|
Credits
| John Ramskill |
BrandOpus |
Creative Director |
| Emma Hayes |
BrandOpus |
Designer |
| Jeff Russo |
BrandOpus |
Artwork Director |
| Phil Howes |
BrandOpus |
Artworker |
| James Parkes |
BrandOpus |
Implementation Director |
| Fiona Todd |
BrandOpus |
Production Manager |
| Esther Mahlangu |
n/a |
n/a |
| John Legend |
n/a |
n/a |
The Campaign
Esther Mahlangu, 80, is a celebrated artist, humanitarian and royal member of the Ndebele tribe in the Gauteng region of South Africa. She began her artistic career aged 10 and is renowned for her bold, larger than life designs that adorn the exteriors of her village’s homes. John Legend collaborated with Esther to Belvedere for the 2016 (Belvedere)RED limited edition range. Esther is passionate about helping to eliminate HIV/AIDS and agreed to commission artwork for the (Belvedere)RED bottle.
She created a series of 4 distinctive and vibrant patterns designed to reflect the powerful (BELVEDERE)RED campaign values of: Security, Change, Support, Unity.
Creative Execution
Belvedere was the first premium vodka brand to introduce the ‘window device’ on their bottle. This innovative design feature allows you to see through the bottle, to an illustration of the Belvedere palace beyond, drawing you in to discover the world of the brand housed within.
For the (BELVEDERE) RED limited edition bottle, Esther Mahlangu created a unique artwork comprised of patterns reflecting the powerful (BELVEDERE)RED campaign values of: Security, Change, Support, Unity. These were painted, by hand, onto large canvasses. The patterns were then re-engineered so as to be printable onto the glass and re-shaped in order to fit within the area of the bottle where the Belvedere palace is normally found. The result is a bottle that entices you to discover the designs by viewing them through the bottle’s window.
Indication of how successful the outcome was in the market
Whilst due to the recent nature of launch, extensive commercial results are not yet available, the reach of (BELVEDERE) RED has been extensive.
We have seen an extremely impressive engagement globally of 1.6 billion PR Impressions in over 20 countries worldwide.
Belvedere is passionate about vodka, and equally passionate about giving back. Because of this commitment to giving back, Belvedere has been brand partners of (PRODUCT)RED for the past 5 years. During that time, they have launched 3 limited edition bottles each with a unique design supporting the campaign’s values.
The strategy behind the 2016 Limited Edition bottle was to partner with a celebrity ambassador who knows the difference when it comes to making a difference. With his public commitment to political and philanthropic causes, John Legend agreed to come on board with Belvedere. John’s broad appeal and incredible reach on social means he is a highly suitable partner to help raise awareness across a wide variety of regions and demographics. Throwing his support behind the project, he introduced Esther Mahlangu to the brand and their collaboration led to the concept of Esther bespoke patterns.