Bvlgari
New rules
How to be a bold, Bvlgari woman.
![Bvlgari new rules hero image](https://images.ctfassets.net/feazk3r7m969/3tAPP55SJGTfAjpoeRZXEL/e6d0517a4919cf2c9119ffa27a26dcb9/article-01-large.jpg?w=1920&q=70&fl=progressive)
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.
![Bvlgari new rules image 1](https://images.ctfassets.net/feazk3r7m969/2rukoXoFTLbJ71GT60hBua/cc72dfc193c505e3ffb937b3013ff703/Bvlgari_new_rules.jpg?w=1920&q=70&fl=progressive)
![Bvlgari new rules image2](https://images.ctfassets.net/feazk3r7m969/5vRhARwQw3W11lpk3VChqF/8084a8183c727a692e02d4867c91db3f/Bulgari2.jpg?w=1920&q=70&fl=progressive)
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’.
![Bvlgari hero image 2](https://images.ctfassets.net/feazk3r7m969/pmmA3JQHqPNbGdSoc2pJf/a5325246b3f91410abee9e916a272b8f/article-03-large.jpg?w=1920&q=70&fl=progressive)
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.