Collaboration
Collaboration
Belvedere RED Campaign with John Legend
A collaboration with John Legend for the (BELVEDERE) RED campaign, 2017
Belvedere vodka approached Dr Esther Mahlangu to collaborate, with John Legend, on a new campaign called #MakeTheDifference, during which they pledged to donate 50% of the profits from every limited-edition bottle sold to the Global Fund to fight the spread of HIV/AIDS in Africa.
During this collaboration, Dr Mahlangu worked alongside John Legend, the Global Ambassador of the year, to produce an inspiring music video as part of the (BELVEDERE) RED campaign. In addition, each limited-edition bottle was decorated with Dr Mahlangu's iconic artwork and an inspiring message from Legend that read:
"This is no ordinary mission and this is no ordinary bottle. It is filled with hope and an unstoppable spirit for change. Working together, our efforts with (BELVEDERE) RED can make a real difference."
The campaign brought Dr Mahlangu's Ndebele design to a global audience, blending her centuries-old geometric tradition with a contemporary cause-driven platform.
A collaboration with Belvedere and John Legend, 2017. 50% of profits from limited-edition bottles donated to the Global Fund to fight the spread of HIV/AIDS in Africa.
