Bvlgari: New rules
Insight
New Year is typically a time to reflect upon yourself. Better yourself. To insist on resolutions that are at best restorative, and at worst tired.
But no one ever said bettering yourself had to be a chore - especially not the bold Bvlgari woman.
Idea
Inspired by the defining letter of the Bvlgari logo, RVLES were devised to liberate, not dictate. A call to women to use the year ahead to revel in excess.
A striking visual language of hand gestures represents each RVLE, punctuated with impassioned copy urging women to ‘leave nothing to chance’ and ‘grab life by the jewels’.
Impact
The opening chapter of Bvlgari’s new visual approach on Instagram saw engagement and followers increase.
The self-assured mindset of RVLES in topical follow-up campaigns for Valentine’s Day and Chinese New Year added a further 300,000 new followers in six weeks.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.
