Founded in Rome in 1884, the world-famous luxury brand Bvlgari has a reputation for Italian excellence with exquisite craftsmanship and magnificent jewellery creations.

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The brief

In the aftermath of a devastating explosion, the children of Beirut are suffering terrible consequences having been displaced or lost family members, living in poverty without basic necessities and out of education. All of this, while Lebanon is trying to navigate its way through a global pandemic and refugee crisis.

BVLGARI partnered with Save the Children to provide an Education in Emergencies response to benefit 500 vulnerable children. Attributing its signature ‘B’ to its campaign, ‘B for Beirut’, BVLGARI required a moving film to raise awareness of the children’s plight and call for donations to meet a significant fundraising target.

Conceptualisation / Art Direction / Brand Campaign / Brand Messaging / Content Production / Content Creativity / Creative Direction

Our approach

With involvement from a collective of key opinion leaders and popular personalities with links to Lebanon and charity initiatives, we set out to capture a poignant message: that the children of Beirut do not have what we believe all children should be afforded.

Documenting each of our influencers tell us what they would wish for children, near or far, we compiled a powerfully emotive main film to bring the message close to home for viewers. Holding a board with their chosen word on, we filmed them from various angles using spoken and unspoken language to convey strong emotions and encourage action to be taken by our audience. The full film was edited for different formats and lengths.

This was supported with behind-the-scenes content to precede the main content – we produced individual Instagram Story format videos for each influencer to share, as well as beautiful still photography, with their boards in shot, to post on their social feeds.

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The results

22 main videos were created, with over 50 including cut-downs and adaptations for multiple screens from desktop to Instagram. The main film was previewed at a charity dinner event to launch the programme initiative where important funds were raised.

Director’s notes

“It’s not often we get to put our skills to use for a charitable cause and having grown up in Beirut many years ago, this campaign was particularly close to my heart. Every single person who was involved went above and beyond to help out and it was a pleasure to produce on behalf of Save the Children and BVLGARI.”

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