Bulgari is celebrating its 140th anniversary in 2024 and on this occasion wants to celebrates what is the core of the brand : Rome, precious stones, women and the light of dawn.

The brief was asking to create a new vision of Rome and celebrate the 140th anniversary of brand with a new high jewellery collection called Aeternae and 3 muses : Zendaya, Anne Hattaway and Liu Yifei.

Three Bvlgari muses each adorned with their own jewels, awaken from the shadows as they are drawn towards the eternal light of dawn. Each on their own journey, they walk past and through self-reflections amongst the rising light of their surroundings.Once they meet the light of dawn their jewels transition into a new iconic piece, representing a new version of themselves - a rebirth. Once reborn, they reach new heights amongst eternal city of Rome as they embrace their ever-evolving reborn selves.

The strategic challenge was about the audience and how to engage a younger an more contemporary audience.

To answer this, we believed that Bvlgari needed to find a solution that goes beyond the products, with a timeless promise that resonates with both new generations and older one.

Our starting point was the snake.

Today it’s the brand’s most powerful code, and if we go deeper into the meaning behind it, it’s the symbol of constant transformation.

Like the snake, Bvlgari house possesses an extraordinary ability to reinvent itself from Sofia Lauren to Zendaya and Anne Hataway.

This allegory of rebirth can find a particular echo with our target audiences around the world and beyond the house, it becames a powerfully relatable story of personal re invention for all women :

ETERNALLY REBORN

Starting on the beginning of spring of 2024, the Eternally Reborn campaign unfolded as a global celebration of the 140th anniversary of the brand, leveraging a new brand signature and purpose, in order to engage a new generation of customers.

From captivating beauty visuals to a compelling hero film, the campaign leveraged various assets to convey its message of empowerment and rebirth. A brand film empowering celebrities, products videos and FOOH, further extended its reach and immersed viewers in the intersection of high jewelry, beauty and woman empowerment

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