Bulgari - Mai Troppo
Targeting - Luxury enthusiasts, connoisseurs of fine craftsmanship, and those who appreciate a sophisticated lifestyle with a penchant for timeless elegance.
Core Theme of the Campaign -
An interesting twist is the campaign's subtle message that true luxury transcends excess—it's about the perfect balance of extravagance and understated elegance, captured in the Italian phrase "Mai Troppo" meaning "Never Too Much."
About the
Campaign -
Bulgari's "Mai Troppo" campaign is a celebration of the Italian luxury brand's timeless commitment to elegance and sophistication, encapsulated in the notion of "never too much."
Formula applied by the Campaign to elicit customer action -
The campaign's essence lies in the idea that true luxury is "never too much," emphasizing Bulgari's dedication to refined craftsmanship, opulent design, and the pursuit of enduring beauty.
Business Title
A Look at
the Campaign
1. Timeless Elegance: "Mai Troppo" is a celebration of Bulgari's timeless elegance, highlighting the brand's enduring commitment to crafting pieces that stand the test of time.
2. Perfect Harmony: The campaign emphasizes the perfect harmony of Bulgari's designs, where opulence meets restraint, creating pieces that are lavish yet refined, luxurious yet never too extravagant.
3. Iconic Jewelry: The focus is on Bulgari's iconic jewelry pieces, from the distinctive Serpenti collection to the vibrant and bold designs that have defined the brand's legacy in the world of luxury.
4. Craftsmanship Excellence: Bulgari's renowned craftsmanship takes center stage, showcasing the meticulous attention to detail and artistry that goes into creating each piece, reinforcing the brand's commitment to quality.
5. Understated Luxury: "Mai Troppo" invites the audience to embrace the beauty of understated luxury, conveying that true elegance doesn't need to scream—rather, it speaks in the refined subtleties of design.
6. Sophisticated Aesthetics: The campaign explores the sophisticated aesthetics of Bulgari, capturing the essence of Italian style that effortlessly blends tradition with contemporary flair.
7. Narrative of Balance: A narrative of balance unfolds, illustrating that Bulgari's designs strike the perfect balance between extravagance and restraint, resulting in pieces that are eternally chic.
8. Multichannel Presence: The campaign utilizes a multichannel approach, leveraging digital platforms, social media, and traditional media to reach a global audience and convey the "Mai Troppo" philosophy.
9. Brand Legacy: "Mai Troppo" isn't just a campaign; it's a continuation of Bulgari's legacy. It reinforces the brand's enduring values and invites a new generation to partake in the timeless allure of Bulgari's creations.