American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative
American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative
CHALLENGE / OPPORTUNITY
In a world filled with division, the team at Belvedere Vodka wanted their brand to stand for celebrating inclusion. They weren't alone. Grammy-nominated musician, actor, and activist Janelle Monáe shared that vision of a future where character, integrity, diversity, and self-expression are valued and respected. So they came to us to dream up a multi-market campaign.
STRATEGY / EXECUTION
We developed A Beautiful Future campaign that focused on empowering people and the qualities that make them different and letting them share their vision of a beautiful future to inspire us all while sparking meaningful conversations around community, collaboration, and connection.
The global campaign launched by unveiling a limited-edition bottle from Belvedere Vodka. The peeled-back layers in the bottle's design represented our mission to reveal the beauty within. Janelle Monáe acted as the campaign's spokesperson, providing context, creativity, and heart.
A Beautiful Future activations were hosted in New York, Berlin, Chicago, and Atlanta as part of the technology-forward initiative. In New York, participants shared their aspirations by speaking into hanging microphones adorning the walls, while in Chicago, a projection-mapped light tree was inspired by the Belvedere Tree, and a mirrored runway leading up to the event entrance featured pods named Diversity, Equality, Integrity, and Natural Character.
Janelle Monáe gave a speech at each event on a stage adorned with descending retro dynamic microphones, adding to the message of amplifying the messages of the event. Key local influencers and community change makers were also in attendance, capturing content and sharing and recording their thoughts on what A Beautiful Future looked like to them, which translated into subsequent events with guests being able to listen to collectively.
RESULTS / REACTION
The A Beautiful Future campaign achieved a significant multi-market digital presence with over 545 million total media impressions. The buzz generated over 380 pieces of media coverage, receiving local, national, and international press for the NYC, Berlin, Chicago, and Atlanta events. In the end, our team successfully utilized emerging technologies, generated unique on-site guest interactions, and launched Belvedere and Janelle Monáe's shared vision for A Beautiful Future.
695 Unique Guests
546,742,084 Media Impressions
28,217,090 Paid and Earned Social Media Impressions
AWARDS /
2020 Event Marketer Ex Awards, Gold Winner, Best Multicultural Event Campaign
