Bvlgari Save the Children "Rewrite the Future"

Location: Elements

Bulgari is an Italian luxury jewellery brand, founded in 1884. To celebrate the 125th Anniversary, Bulgari has chosen to support Save the Children Project with a campaign called “Rewrite the Future”.Actually Save the Children is the world's largest independent organization for children, making a difference to children's lives in over 120 countries. From emergency relief to long-term development, Save the Children helps children to achieve a happy, healthy and secure childhood. To raise fund for the campaign, Bulgari has created special edition silver rings featuring the Save the Children logo engraved inside for sales from 1st February to 31st December, 2009 in all Bulgari stores around the world. In order to draw public attention about this cause, celebrities Willem Dafoe, Terrence Howard, Ben Stiller, Isabella Rossellini, Ginnifer Goodwin and many others are invited to pose with the rings in advertising.

Besides the ring, Bulgari has also developed a collection of 15 pieces of high jewellery and 8 high-end timepieces and officially presented in Rome—Palazzo delle Esposizioni as an exhibition called “Between Eternity and History” and then host around the world. The destination is New York where an auction will be held on 7th December, 2009 and whose proceeds will be totally donated to Save the Children.

Bulgari uses cause marketing to generate a win win situation. Draw public awareness about the 125th Anniversary as well as generate fund for Save the Children Project. The print advertising with celebrity endorsers can create publicity. All these can bring favourable opinions about the brand and improve brand image.

By Sophia