By Rebecca Harris
Belvedere vodka last week unveiled a new advertising campaign designed to challenge the conventional ideas of luxury.
Launched to an exclusive crowd in a ‘pop-up’ bar in an alleyway in the Sydney CBD, the ‘Luxury Reborn’ campaign claims that the essence of luxury is creative expression — not material possession.
“With this campaign, we are redefining luxury as less about materialistic, polished living and more about downtown bohemian artistic expression,” said Moet Hennessy Australia CEO, Rob Remnant.
The launch party featured DJ group Chicks on Deck and graffiti artist George Hambov spent 24 hours creating a Belvedere inspired piece along the wall of the alleyway beside the State Theatre.
Age Young Chef of the Year for 2009, Chris Donnellan from Gingerboy in Melbourne, served up hawker-inspired food, while cocktails included the Downtown Punch (apple punch with kaffir lime, Belvedere Cytrus and chilli) and the Manhattan Mule (Belvedere Pure topped with ginger beer, fresh lime and honey soda).
The new campaign takes an artistic approach by capturing ‘downtowners’ at a spontaneous party in New York. The campaign was shot and directed by avant-garde photographer Terry Richardson and will appear in print, online and outdoor advertising over the next twelve months.