Business Challenge: How do we rally around Belvedere’s CSR partnership with (RED) through an integrated global campaign that rolls out across channels?

Strategy & Execution: For the Belvedere (RED) launch, we put cause at the center of a campaign with Ndebele artist Esther Mahlangu and philanthropist and musician John Legend.

With a limited edition bottle showcasing Esther’s art and a launch event at the Apollo Theater in Harlem, we went beyond the headline “Belvedere is partnering with (RED)” with an emotive campaign that strived to affect progress in the fight against HIV/AIDs.

From the advert revealed, mission secured 31 pieces of media coverage, and generated 725M media impressions in the first week. 550 VIPs, media and influencers engaged with the advert. 

Executed in partnership with Mission