Belvedere, the world’s original luxury vodka, is delighted to announce the launch of the 2016 (BELVEDERE)RED campaign #MakeTheDifference, in partnership with iconic music artist John Legend.
John Legend, a passionate philanthropist and a visionary creative, brings his soulful artistic style to the (BELVEDERE)RED campaign, curating a unique program to Make The Difference. Together with Belvedere, he established the values that serve as the foundation of the campaign: unity, security, support and change. These four values embody the collective sentiment for all those joining the fight against HIV/AIDS.
To bring these powerful tenets to life, John Legend collaborated with Esther Mahlangu, a celebrated Ndebele artist from South Africa, whose vibrant and powerful artwork will be seen throughout the #MakeTheDifference campaign. This limited edition updates Belvedere’s iconic bottle design with a uniquely (BELVEDERE)RED touch.
Replacing the Belvedere Palace on the bottle, Mahlangu’s artwork is a striking and vibrant addition to the bottle. Security, support, change and unity are written on the back of the limited edition in Mahlangu’s handwriting signifying the collective sentiment for all those joining the fight against HIV/AIDS. As the campaign ambassador, John Legend’s signature is featured on the front of the bottle. Available in 70cl/75cl/1L/1.75L, the bottle will be on sale from September at select retailers around the world.