Project in collaboration with Bulgari
Digital Luxury Communication Workshop
Dualism project exploits how opposing aspects of people or matter co-exist. The communication campaign aims to attract and reconnect with young audiences, and convert them into loyal followers of Bulgari and Serpenti collection. The promotion activities are formed around the idea of reintroducing Serpenti as a younger, more flexible jewelry collection that fits with various styles.
Proposed communication strategy unfolds through social media and offline ADV. As part of the strategy, students planned to involve two fashion designers and four photographers to reinterpret Serpenti collection conveying the idea that ‘Serpenti suits all styles’.
The aim is to create a new visual language to reconnect with younger audiences by taking the brand’s heritage colorful essence with a pop twist to the colour palette.The campaign will then involves general audience to participate in a photo contest for user generated contents.