Bulgari Presents Its New Holiday Season 2022 Campaign: Believe In Wonder

For this holiday season Bulgari invites you to Believe in Wonder. Awake your sense of wonder, and experience the season with fresh eyes, finding beauty and charm in every facet of the life. The holidays are a time of magic — but only if you believe in wonder; so open your heart, open your eyes and let yourself be awed by the gifts that await!

Following Unexpected Wonders brand campaign released earlier this year, Bulgari presents now I Believe in Wonder its new Holiday Season campaign. Inspired by the same sense of joy, and shot in Rome, home and endless source of inspiration for the Maison, the campaign invites to embrace wonder, living in the unexpected delights of the world around you — and to share that spirit to inspire others.

In the campaign, wonder is expressed as a vision of sparkling fireflies that playfully invite us to indulge in the festive magic of the season, immersed in the joy of everyday miracles.

From gazing at stars on a starry night to catching fireflies, these twinkling icons capture the enigmas of the universe in a sparkling drop of light, bringing us back to childhood, when everyday moments were filled with magic. Like diamonds and gems, stars remind us of nature’s spectacle, and those essential elements that feel utterly sublime.

THE CAMPAIGN

Following Unexpected Wonders brand campaign released earlier this year, Bulgari presents now I Believe in Wonder its new Holiday Season campaign. Inspired by the same sense of joy, and shot in Rome, home and endless source of inspiration for the Maison, the campaign invites to embrace wonder, living in the unexpected delights of the world around you — and to share that spirit to inspire others.

In the campaign, wonder is expressed as a vision of sparkling fireflies that playfully invite us to indulge in the festive magic of the season, immersed in the joy of everyday miracles.

From gazing at stars on a starry night to catching fireflies, these twinkling icons capture the enigmas of the universe in a sparkling drop of light, bringing us back to childhood, when everyday moments were filled with magic. Like diamonds and gems, stars remind us of nature’s spectacle, and those essential elements that feel utterly sublime.

SAVE THE CHILDREN AND THE CHAIN OF WONDER

Beyond an inspiration, the I Believe in Wonder campaign fosters a chain of endless wonder. Bringing it across all channels, Bulgari hopes to spark a movement that takes on a life of its own, and inspires a better future, one action at a time.

With that vision in mind, as part of its I Believe in Wonder campaign, the company will be partnering with Save the Children, with whom it has been collaborating for more than a decade, to support the world’s most vulnerable children and help them improve access to education and care. The Holiday Season 2022 aims to support early childhood education in Zambia guaranteeing the right to education for children between 3 and 8 years old who live in rural districts and are effectively excluded from the country’s public educational services.

A dedicated video, featuring children in a world of wonder and moments of everyday magic, will introduce the activation. Each scene is linked by sparkling fireflies, a motif that stands for the spirit of the season and the chain of wonder set in motion by the campaign. A digitally-driven experience will allow clients and guests to tangibly support Save the Children’s Zambia initiative simply by sharing a post.

At the same time, Bulgari created I Believe in Wonder two-mode augmented reality experience, in collaboration with Meta and available for Stories and Reels on both Facebook and Instagram worldwide. Using the face camera, it will allow users to “share the wonders” taking smile-activated selfies; meaning, the more one smiles, the more fireflies appear on the screen. When camera faces the world, people will be immerse in a suspended atmosphere: the reality all around will become enchanting thanks to the fireflies light twinkling in the scene, and interacting with the natural movement of the hand, like a magic wand, creating a mix between real and virtual. By posting their contents and tagging their friends, users will start an endless flow helping on their own to activate a chain of wonder.

WONDER COMES TO BULGARI STORES

Gifts are celebrations of our deepest, most vibrant and lasting relationships; those between lovers, family and friends. The joy of gifting starts long before any exchange, from the moment one conceives the idea.

This was the inspiration behind the Bulgari Holiday Season 2022 store experience. Starting from November visitors to Bulgari boutiques will be able to immerse themselves in the magic of Bulgari through an exclusive Instagram augmented reality experience, available only in selected locations around the world. By framing a QR code on site at each of the Bulgari shops, people will access a scene full of wonder: the interactive experience will augment reality filling the screen with bright gifts; when the presents are tapped, they transform into fireflies to create a world of festive magic that begins with Bulgari.