In the midst of this year's Clockenflap music festival, a small crowd gathered at Belvedere Vodka's VIP tent for something more serious. December 1 was not just the first day of the festival, it was also World Aids Day.
To contribute to the fight against the epidemic, the brand unveiled (BELVEDERE)RED, a limited-edition vodka, from sales which half the profits will go to fighting Aids in Africa.
To commemorate the occasion, local fashion designer Johanna Ho unveiled a work of public art, a massive Aids ribbon printed with a pattern she designed symbolising the fight against the disease.
Shaine DeVenny, managing director of Belvedere distributor Moet Hennessy Diageo Hong Kong, explained why Clockenflap was chosen as a venue for the unveiling. "Vodka meets music is a nice platform … that this festival happened to land on the same day as World Aids Day gave us a great opportunity to help elevate the (BELVEDERE)RED message."
Those who feel that a rock concert is an inappropriate place to discuss a global epidemic misunderstand the nature of the event. The Red campaign is a success story, and those speaking on World Aids Day were full of hope.
"We are optimistic that the goal to eliminate Aids by 2015 can be achieved," said an enthusiastic DeVenny. That is a reason to celebrate indeed.