The festive period is the time of year when luxury brands triple their sales. That’s when all eyes are searching for presents and all hands are willing to dig deep into pockets. Luxury brands know this and that’s why the media push is huge during the holiday seasons. And it always pays off. Bottega Veneta needed its Holiday campaign to reflect the essence of the brand: Invisibility makes you the most visible. So they chose to give the stage to the small boutiques around the world that share the name ‘Bottega’ – a name that means Excellence in their craft.

Because of Covid and the following financial crisis, thousands of bottegas around the world, that represent excellence in luxury and craft, had to close their doors. The one bottega that thrived during this time was luxury brand Bottega Veneta. Bottega Veneta wanted to remind the world that excellence and craft is born in the bottega and that word is represented by boutiques all around them. That’s why, for the most sales driven period of the year, the holidays, Bottega Veneta gave its spotlight to other bottegas, promoting them and their products everywhere.

Because of Covid and the following financial crisis, thousands of bottegas around the world, that represent excellence in luxury and craft, had to close their doors. During the holidays, when most fashion brands send their products to influencers to create more brand visibility, Bottega Veneta wanted to do something that would help support the category as a whole.

So, the brand handed over the spotlight to independent boutiques around the world that represent the world-renowned culture of craftsmanship and luxury.

As one of the most visible bottegas worldwide, Bottega Veneta wanted to put other bottegas in the spotlight. The Bottega for Bottegas festive initiative supports and champions artisanal talent across the world by taking the spotlight from the Bottega Veneta products and shining a light on the other small bottegas products thus letting people know that they can find the pinnacle of craftsmanship and luxury in more than one bottega. The festive period is the time of the year when luxury brands triple their sales. That's why the media and influencer push is huge during the holiday seasons. But Bottega Veneta needed its Holiday campaign to reflect the essence of the brand: Invisibility makes you the most visible. So instead of pushing for their own brand and products, it pushed for the products and names of thousands of small bottegas around the world.

Letting craft do the talking is the beating heart of Bottega Veneta.

During the holidays, when most fashion brands send their products to influencers to create more brand visibility, Bottega Veneta wanted to find a way to stand out.

Rather than joining the “bigger the better” race, the brand chose to be true to its heritage of being invisible and gave the spotlight to the ones who needed it the most: the small bottegas.

Instead of pushing for their own brand and products, it pushed for the products and names of thousands of small bottegas around the world, Reminding people that they can find the pinnacle of craftsmanship and luxury in more than one bottega.

Putting products from other bottegas in all the Bottega Veneta visibility points offered them an audience and an opportunity to keep their excellent craftsmanship alive.

From one day to the other, Bottega Veneta changed its billboards, they painted murals, the products in store and the website to promote the products of small bottegas from around the world. Even the gift packs sent to influencers were the products of these bottegas and everybody took notice and started talking about the small shops.

The campaign culminated in:

+94% brand visibility

+165% site visits

+ 79% sales

NOT FOR BOTTEGA VENETA.

But for all the small bottegas helped

An accompanying film streamed in the Bottega Veneta stores reached and impacted 40% of Bottega Venetas’ audience.