This Bvlgari campaign with Anne Hathaway fuses playful luxury and celebrity allure, spotlighting creative storytelling— Clapboard's Global Ad Archive.

Fashion / Apparel

Divas’ Dream Collection | Behind the Scenes with Anne Hathaway - Bvlgari | Clapboard Ad Archive

Other Fashion / Apparel Campaigns

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Divas’ Dream Collection | Behind the Scenes with Anne Hathaway - Bvlgari | Clapboard Ad Archive

Bvlgari’s Divas’ Dream Collection campaign film, launched in the United States in 2023, is a prime example of how the brand leverages star power and high production values to reinforce its position at the intersection of contemporary glamour and heritage luxury within the fashion and jewelry market. Centering on Hollywood icon Anne Hathaway, the campaign unlocks an intimate, behind-the-scenes window into the creative process, using the film medium to turn Hathaway into both muse and bridge for the collection’s vibrant colors and playful contours. Against a landscape where jewelry houses such as Cartier, Tiffany & Co., Van Cleef & Arpels, Chopard, and Harry Winston continually reinterpret the codes of sophistication and aspiration, Bvlgari’s approach here sits squarely in Clapboard’s FORMAT#8—Ongoing Characters or Celebrities, allowing Hathaway’s global persona and distinctive energy to shape the narrative without recourse to traditional storytelling arcs or overt problem-solution framing. The creative decision to spotlight Hathaway’s effortless elegance harnesses a shorthand for aspiration, positioning the Divas’ Dream line as the jewelry of choice for those drawn to both contemporary relevance and classic Italian artistry. Strategic focus on digital-first platforms like YouTube, Instagram, Facebook, and Snapchat indicates Bvlgari’s nuanced understanding of today’s luxury buying journey—one where exclusive access, authentic insight, and immediate visual gratification merge to deepen brand affinity and foster shareability. The campaign’s visual storytelling is enhanced through lush close-ups of the Divas’ Dream pieces on Hathaway, whose exuberance and sophistication amplify the collection’s promise of blissful glamour and wearable art. In the context of an increasingly experience-driven luxury market, the behind-the-scenes device delivers exclusivity and authenticity, while aligning seamlessly with consumer appetites for deeper connection and curated insight into both celebrity and craftsmanship. This emphasis on artistic process and celebrity access not only positions Bvlgari as a conversational leader in jewelry marketing but also offers an accessible CTA, making the brand’s aspirational universe available through digital interaction and social engagement. The decision to spotlight the campaign on Bvlgari’s owned channels, reinforced by strong hashtagging and multi-platform consistency, signals a deliberate move to engage a digitally native, style-oriented audience, while reinforcing the collection’s role within broader lifestyle and fashion discourses. The campaign earns 54/100 in Clapboard’s global creative archive. The work stands as a signal that in the luxury jewelry category, meaningful emotional connection now often runs through the curated authenticity of celebrity muse and the digital intimacy of behind-the-scenes storytelling.

Credits

Client

Bvlgari

Category Mind Map

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The Bulgari campaign “Divas’ Dream Collection | Behind the Scenes with Anne Hathaway” positions the brand as a purveyor of sophisticated yet playful luxury, emphasizing the jewelry’s ability to evoke a sense of blissful glamor through its vibrant colors and dynamic contours. By featuring a high-profile muse like Anne Hathaway, the campaign aligns Bulgari’s craftsmanship with iconic Hollywood elegance and contemporary style, reinforcing the brand’s promise to offer jewelry that embodies both timeless beauty and spirited modernity. Strategically, the campaign leverages exclusive behind-the-scenes content to deepen viewer engagement, offering an intimate look at the creative journey behind the collection. This approach taps into the audience’s desire for authenticity and storytelling, differentiating Bulgari from competitors by humanizing the brand through a narrative anchored by a well-known celebrity. Targeting a fashion-conscious demographic in the United States, the campaign melds luxury and accessibility by highlighting playful yet sophisticated design elements that resonate with consumers seeking both artistry and relevance. The emphasis on digital platforms, such as YouTube and social media, further reflects a strategic effort to reach a younger, digitally savvy audience, facilitating direct interaction with the brand’s visual and aspirational identity. Overall, the campaign’s creative angle balances glamour with approachability, reinforcing Bulgari’s position within the luxury jewelry market as a source of inspired, wearable art connected to contemporary culture.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign fits FORMAT#8 because it centers on Hollywood icon Anne Hathaway, leveraging her star power as the primary creative device. The campaign introduction, meta description, and hashtags repeatedly highlight Hathaway’s involvement—she is described as the "muse," with her style and energy explicitly matched to the jewelry’s glamor and contours. There are no narrative cues indicating a story arc, problem/solution framing, or symbolic representation. Instead, the creative leverages Hathaway’s celebrity persona to create aspiration and association for viewers, a textbook ongoing celebrity approach. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Cartier – Renowned for its timeless luxury and iconic designs, Cartier positions itself as a heritage-driven brand blending classic elegance with innovative craftsmanship. It emphasizes exclusivity and royal endorsements, appealing to affluent consumers seeking sophisticated, prestigious jewelry. 2. Tiffany & Co. – Known for its signature blue packaging and emphasis on romance, Tiffany focuses on accessible luxury with modern designs and sustainable sourcing. It appeals to younger, aspirational buyers while maintaining a strong legacy of craftsmanship and timeless elegance. 3. Van Cleef & Arpels – Distinguished by its artistic, nature-inspired designs, Van Cleef & Arpels highlights exquisite craftsmanship and poetic storytelling. Its strategic angle is the creation of high-jewelry pieces that evoke fantasy and emotion, targeting connoisseurs and collectors. 4. Chopard – Combining Swiss watchmaking precision with fine jewelry design, Chopard emphasizes ethical luxury and sustainability. The brand targets affluent consumers who value craftsmanship alongside responsible sourcing and eco-conscious innovation. 5. Harry Winston – Positioned as the “King of Diamonds,” Harry Winston specializes in exceptional gemstones and high-jewelry masterpieces. Its focus on rare, exquisite diamonds and red-carpet glamour attracts ultra-luxury clients seeking investment-worthy, statement pieces.

Q: What is Divas’ Dream Collection | Behind the Scenes with Anne Hathaway about? A: Divas’ Dream Collection | Behind the Scenes with Anne Hathaway is a 2023 campaign for Bvlgari, released in the United States and centered on the launch of the brand’s Divas’ Dream jewelry collection. The campaign features Hollywood icon Anne Hathaway as its muse, offering viewers exclusive access to the making of the campaign film. Through vibrant visuals and behind-the-scenes storytelling, the campaign highlights the collection’s playful contours and colors, aligning Hathaway’s energy and style with Bvlgari’s signature blend of blissful glamour and contemporary luxury. The film was produced by Phix and distributed across Bvlgari’s digital platforms. Q: What creative device does Divas’ Dream Collection | Behind the Scenes with Anne Hathaway use? A: Divas’ Dream Collection | Behind the Scenes with Anne Hathaway employs the Ongoing Characters or Celebrities format, classified as FORMAT#8 in Clapboard’s 12-format taxonomy. This approach centers the campaign on a recurring celebrity—in this case, Anne Hathaway—whose persona is leveraged to drive brand recall and aspiration. Rather than following a narrative arc or symbolic motif, the creative relies on Hathaway’s star power and her alignment with the jewelry’s aesthetic, using her as the primary vehicle for audience connection and brand association, as defined by Clapboard’s global ad archive. Q: What is the campaign proposition for Divas’ Dream Collection | Behind the Scenes with Anne Hathaway? A: The campaign positions Bvlgari as a leader in sophisticated yet playful luxury, emphasizing the Divas’ Dream collection’s ability to evoke blissful glamour through dynamic contours and vibrant colors. By featuring Anne Hathaway, the brand aligns its craftsmanship with Hollywood elegance and modern style, reinforcing its promise of jewelry that embodies both timeless beauty and spirited modernity. The strategy targets a fashion-conscious, digitally engaged audience in the United States, using exclusive behind-the-scenes content to foster authenticity and deepen consumer engagement within the competitive jewelry market. Q: How does Divas’ Dream Collection | Behind the Scenes with Anne Hathaway rank in Clapboard's archive? A: Divas’ Dream Collection | Behind the Scenes with Anne Hathaway holds a Clapboard Campaign Score of 54/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive. Q: Who are the competitors in Bvlgari's category? A: In the luxury jewelry category, Bvlgari competes with Cartier, which is defined by its heritage-driven blend of classic elegance and innovative craftsmanship; Tiffany & Co., known for its accessible luxury, iconic blue packaging, and focus on romance and sustainability; Van Cleef & Arpels, celebrated for artistic, nature-inspired designs and poetic storytelling; Chopard, which combines Swiss watchmaking precision with ethical luxury and eco-conscious innovation; and Harry Winston, renowned for exceptional gemstones and red-carpet glamour, appealing to clients seeking investment-worthy statement pieces.