Icons of the Moon.
BVLGARI's Ramadan 2026 campaign commissioned three Gulf women artists to make works about the moon that echo three of its jewellery collections, and filmed them in a 45-second piece.
- Brand
- BVLGARI
- Agency
- ASTUDIO
- Market
- GCC
- Region
- GCC
- Year
- 2026
The challenge
BVLGARI, now in its seventh year of Ramadan campaigns in the Gulf, wanted to treat the month as a cultural moment rather than a seasonal sales window.
The idea
Fatimah Al Nemer, Maryam Al Homaid and Almaha Jaralla each made a large work linked to the Serpenti, B.zero1 and Divas' Dream lines, drawing on Saudi folklore, the phases of the moon and Arab astronomy. Director Toufic Araman and ASTUDIO shot the film with continuous circular camera movement that mirrors lunar orbits, and the works toured three countries. It followed 2025's Journeys of Ramadan.
Results
- 225 million paid impressions and 30.4 million paid reach across the GCC, according to the brand's Cannes Lions 2026 entry
Case study source: Campaign Middle East Source ↗
