Belvedere is on a mission to be the most desirable vodka in the world. The brand is prominently featured at the heart of contemporary culture and entertainment, whilst demonstrating its values of self-expression, authenticity, and style. The specific objective in this case was to create a cultural phenomenon among today’s global, connected citizens. To resonate and engage with this savvy audience, the content needed to leave room for personal interpretations, intending to provoke high levels of engagement, discussion, and sharing.

The campaign is built around ‘Finally’, a film produced by Belvedere Vodka featuring Daniel Craig as he’s never been seen before…as ‘Himself’. The unexpected and fun collaboration showcases Craig’s talent to surprise and innovate. The ‘Director’s Cut’ is the key version including bloopers and ‘making of’ material.

The film is inspired by the pure emotion captured in a glorious moment of feeling free, and the idea was to imagine how life might look when cameras aren’t rolling. In this case, it looks fun, spontaneous, and full of surprises. Craig enjoys showing us some impressive moves as he passes out of a crowd and into a series of different settings. Seemingly without a care in the world, he side-steps into a spectacular suite, and dances towards the Belvedere bar to finally take an ice-cold sip. We then peek into the world of the production itself, adding to the playful feel.

The brand’s values span boundaries and speak to anyone, anywhere. The campaign’s target audience is represented by today’s global, connected citizens. Social listening was used to understand the audience and monitor impact.

Demographically, the focus was on 25-44 city dwellers, with higher-than-average income. Additionally, we wanted to resonate with the culturally influential, and those with an interest in entertainment, creativity, and luxury travel. The intention was to spark a high-profile cultural phenomenon that would spread of its own accord, rather than simply deliver a conventional campaign.

The film was treated like a piece of entertainment, such as a high-profile movie launch. Activity took place in November and December 2022. It had a premiere in Times Square on 9th November, and its first showing in London was in Piccadilly Circus. As with many new movies and TV shows, it received high profile outdoor support with preeminent OOH and DOOH in key global cities, supported by wild posting. This was accompanied by significant media partnerships such as Vogue, GQ and Bloomberg, as well as premium online video and digital display. Its main social media channels of distribution were YouTube, Meta, and LinkedIn

Its eventual reach was far greater as many TV, online and print channels showed the campaign content in programming and/or discussed it in articles.

From the moment it launched with a Times Square takeover, the campaign has got people talking, not through influencer marketing but because of its inherent entertainment value. The campaign has delivered spectacularly on the hard-to-achieve objective of becoming a genuine cultural phenomenon, almost entirely through organic interest in the content.

It is estimated to have collected a calculated 7 billion PR impressions.

Many major TV programmes have chosen to show the film, including The Today Show (US), The Morning Show (AU), The Late Show with Stephen Colbert (US), and The Graham Norton Show (UK).

User generated content across all social platforms resulted in 3.6M engagements at launch, with key opinion leaders such as Madonna sharing their own interpretation of the video.

Internal targets for the campaign were exceeded, and spontaneous awareness of Belvedere doubled in some markets. Early tracking shows notable improvement in perceptions such as increases in ‘luxury’ association.