Leading a cross-brand partnership between Belvedere Vodka and Mercedes-Benz
A joint initiative between Belvedere Vodka and Mercedes Benz to combat drinking and driving locally, combining both global campaign themes.
INVOLVEMENT
Full Time
CREDITS
Strategy & Concept: Priska Oroz
Event Management: Colony
PR Agency: Zeno
Mural Artist: TUTUGRAFF
BRAND / COMPANY
Belvedere Vodka
YEAR
2017
PROJECT SUMMARY
This project brought together Belvedere Vodka and Mercedes Benz for a joint local activation focused on responsible drinking. The campaign combined Belvedere’s global “Light The Night” platform with Mercedes Benz’s “Grow Up” campaign, translating both into a single initiative designed to raise awareness around drinking and driving in the local market.
I led the strategy and concept for the collaboration, working across both brands to align messaging, objectives, and execution. My role included shaping the local activation, managing external partners across PR, events, and creative, and ensuring the campaign delivered a clear and consistent message around responsible consumption without compromising either brand’s identity.
CHALLENGE
Drinking and driving was a real and sensitive issue in the market, requiring a message that was taken seriously rather than dismissed as performative brand messaging. The campaign also needed to balance two distinct global platforms while remaining locally relevant.
APPROACH
I positioned the collaboration as a shared responsibility rather than a promotional exercise. By aligning Belvedere’s and Mercedes Benz’s existing global campaigns, we avoided inventing a new narrative and instead focused on a clear, consistent message.
A local mural artist and influencer was brought in to create a visual anchor for the campaign, giving it presence beyond a single event and encouraging conversation in public spaces. This was supported by a targeted media and influencer dinner, which provided a controlled setting to reinforce the message around responsible enjoyment.
OUTCOME
The collaboration generated strong media coverage and engagement, helping amplify the message around responsible drinking. By combining the credibility of both brands and anchoring the campaign locally, the activation raised awareness and reinforced Belvedere Vodka’s and Mercedes Benz’s commitment to addressing drinking and driving in a meaningful way.
