Bulgari | Save the Children

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 collaborating 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 2022 Holiday Season aims to support early childhood education in Zambia guaranteeing the right to education for children between three and eight 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.

At the same time, Bulgari created the “I Believe in Wonder” two-mode augmented reality experience, in collaboration with Meta and available for Stories and Reels on bath Facebook and lnstagram 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 the camera faces the world, people will be immersed 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 blend of real and virtual.

By posting their contents and tagging their friends, users will start an endless flow helping to activate a chain of wonder.