Featuring both print and television
executions, the TV campaign stars Vincent Gallo, artist, director and star of
feature films “The Brown Bunny” and “Buffalo ’66”, and redefines the idea
of luxury with a contemporary, adventurous, and energetic attitude.
Known for his ability to cut to the very essence of his subjects, Terry
Richardson is one of the most prolific and compelling photographers of his
generation. Always unique in his imagery, Richardson has created
photographic campaigns for many of the world’s leading luxury brands, and
his work has appeared in fashion and lifestyle publications around the globe.
Belvedere believes Richardson embodies their idea of authentic artistry,
perfectly mirroring the heritage of the brand.
Commenting on the campaign, Terry said; “What’s great about Belvedere is
that they wanted me to stay true to what I do. They really allowed me to put
my own spin on the campaign.”
Totalling upwards of $24 million, the new ad campaign spend is nearly triple
Belvedere’s previous advertising campaign. Sergio Dias, President,
Belvedere Vodka, said; “Belvedere invested significantly to launch this
campaign, which takes the brand in an exciting new direction. Terry was the
perfect person to bring our ‘Luxury Reborn’ platform to life. He has created
a campaign which will speak to Belvedere’s true fans across the world.”
Berlin Cameron United, the advertising agency behind the campaign,
enlisted world-renowned stylists Christopher Niquet for the print shoot and
Arianne Phillips for the TV execution. The cast wore luxury clothing from
houses including Fendi, Christian Dior and Celine.
“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 will re-launch its website as a virtual palace. The site will give
consumers an inside look at the Belvedere ad campaign, featuring outtakes
from the print and television shoot with Terry Richardson. In addition, there
will be exclusive interviews with Vincent Gallo and RZA.

About Belvedere Vodka
First introduced to North America in 1996, Belvedere® 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 Dańkowskie 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.

About Terry Richardson
As one of the most prolific and compelling photographers of his generation,
Mr. Richardson's vision is at once humorous, tragic, often beautiful, and
always compelling. Mr. Richardson has lensed campaigns for such clients
as Gucci, Sisley, Miu Miu, Levi's, Eres, Chloe, APC, Carolina Herrera,
Nike, and Kenneth Cole. Terry's editorial work has appeared in magazines
such as Vogue, French Vogue, British Vogue, Japanese Vogue, I-D, Dazed
and Confused, GQ, Harper's Bazaar, W and Purple, as well as a host of
worldwide publications.

About Berlin Cameron United
Berlin Cameron is a wholly owned subsidiary of WPP Group. Founded in
1997, Berlin Cameron is also part of the United Network, which is an
advertising "micro-network" that harnesses creativity from diverse cultures
to develop world class brand communications. Committed to solving critical
problems for major brands around the world, Berlin Cameron employs a
refreshingly collaborative, no-nonsense approach to planning and creative
development, while applying a combination of thorough analysis and
breakthrough creativity at all stages of campaign development. Berlin
Cameron has earned the trust and respect from some of the world’s most
prestigious brands, and has created advertising campaigns for brands
including Hennessy, Boost Mobile, Ford, Vitamin Water, Silk, Diet Coke,
Samsung, Wall Street Journal and Reebok.

For further information, please contact:
Huw Davies
Mission Media
+44 207 734 7866 / +44 7939 886 219
huw@mission-media.co.uk
Nicola Stephenson
Mission Media
+44 207 734 7866
Nicola@mission-media.co.uk