Bvlgari: New rules

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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.