Ceepackaging

Corporate

New campaign for vodka

Richardson, one of the most prolific and compelling photographers of his generation, is known for his uncanny ability to cut to the very essence of his subjects, always producing compelling and unique imagery. Having photographed campaigns for numerous luxury brands, his work has also appeared in worldwide fashion and lifestyle publications. Belvedere believes Richardson embodies their idea of authentic artistry and luxury, which mirrors the authenticity and heritage of the brand.
“What’s great about Belvedere is they wanted me to stay true to what I do,” says Terry Richardson. “They really allowed me to put my own spin on the campaign.”
Totaling upwards of $20 million, the new ad campaign cost is nearly triple Belvedere’s previous advertising campaign, which last appeared in December 2006. “Belvedere invested significantly to launch this campaign, which takes the brand in an exciting new direction,” says Sergio Dias, President, Belvedere Vodka. “Terry was the perfect person to bring ‘Luxury Reborn’ to life and create a campaign which speaks to Belvedere’s true fans.”
Berlin Cameron United, the advertising agency behind the campaign, also enlisted world-renowned stylists Christopher Niquet for the print shoot and Arianne Phillips for the TV spot. Models were dressed in fashions from Fendi, Christian Dior, Celine, and Donna Karan, among others. “When luxury becomes uniformity it is no longer luxury,” says Ewen Cameron, CEO/ECD, Berlin Cameron United. “The essence of luxury is creative expression. True luxury is art. With ‘Luxury Reborn,’ we are “rebirthing” luxury as less about materialistic, polished living and more about the downtown, bohemian, artistic expression.”
The television spot also features music by hip-hop MC and influential producer RZA who created an original track for the spot.
Belvedere is also re-launching its website as a virtual palace, which will give consumers an inside look at the Belvedere ad campaign. The website will also feature outtakes from the print and broadcast shoot by Terry Richardson, and interviews with Vincent Gallo and RZA.
The Belvedere print ads can be seen in national and local publications including GQ, Vogue, Surface, Travel & Leisure, Robb Report, Entertainment Weekly, Rolling Stone, LA Confidential, Chicago Social, Atlantan, Ocean Drive, Wine Spectator, MarketWatch, Cigar Aficionado, Nightclub and Bar. Broadcast ads can be seen on networks including Bravo, Comedy Central, Discovery, E!, FX, Spike, TBS, TNT, National Geographic, Travel, Mojo, RSN, VH1 Classic and VH1 Soul.
ABOUT BELVEDERE VODKA
First introduced to North America in 1996, Belvedere(R) created a new standard for excellence in the luxury vodka segment. Today, Belvedere’s high character and uncompromising integrity are recognized internationally by discriminating vodka enthusiasts. Made from Dankowskie Gold Rye, as well as from water solely from its own pristine source, Belvedere’s taste features a subtle sweetness and smooth, clean finish. Steeped in history, Belvedere is made in Poland following traditions dating back 600 years ago, and is handcrafted in small batches to ensure superior quality that meet only the highest of standards. Belvedere is available at fine wine and spirits retailers nationwide as well as in top nightclubs and restaurants.