Bvlgari’s Winter Edit, Played Out on Dubai’s Out-of-Home Billboards
As Dubai readies itself to fall into its winter schedule, Bvlgari’s new digital OOH launch encapsulates winter by feeling, texture, and light. Following their previous campaign, this new OOH advertisement has adopted the subtlety of winter, when evenings grow longer with softer skies and an underlying sense of waiting associated with the end of every year.
Paired with major intersections and lifestyle hubs, these visuals feature Bvlgari jewelry in the context of twilight and heavenly surroundings that seem to have a specially seasonal touch. Rings, pendants, and other sculptural designs seem to be lighted up, almost floating, in the warm light of metal that corresponds to the winter light installations scattered across the city. Colors range from darker blues and warmer yellows to neutral tones that seem to reflect the passage from day to night that characterizes the holiday season.
Christmas signs are integrated in a subtle way. Gift boxes are presented as sculptural elements rather than as an explicit sign to unwrap gifts. It is more about the occasion and the emotional connotation of the season, rather than marketing the jewelry as something to acquire and display. It is a language that integrates very well within the context of the Christmas season, where the significance matters more than the signage itself.
That the campaign succeeds is due to the sensitivity to context it shows; in the context of Dubai’s winter streets—cooler temperatures,arterial traffic due to the evening commute, and the city winding down into the height of its social months. This jewelry doesn’t compete with the setting; rather, it enhances the setting and bounces the light back into the cityscape.
There’s an element of pause inherent within the execution. It’s not in the motion, but rather in the year itself. The campaign capitalizes upon this familiar experience of getting to the end of the year when the passage of time feels slower, when moments are more momentous, and when objects become more significant.
Speaking in terms of campaigns appropriate to each season, this one realizes that Dubai in the winter is not so much about snow as it is/about ambiance. And in this regard, Bvlgari makes an impact because they understand precisely when and how they need to shine.
The jewelry brand's campaign lit up Dubai's digital screens in the first week of December.
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