Rome--Bulgari has announced a slew of initiatives for the holiday season, including a campaign to benefit Save the Children.

The Italian jewelry house launched the #SeeMyWish campaign on Nov. 20, Universal Children’s Day, with a video that will allow social media users to generate funds for Save the Children.

Bulgari will donate $1 to the charity every time the video is shared on Facebook or Weibo, or for each time Instagram users post a selfie with their eyes closed and labeled with the hashtag #SeeMyWish, capping off the donation at a maximum of $250,000.



Since Bulgari began working with Save the Children in 2009, it said it’s raised $70 million for the organization, which has been invested in 100 projects in 33 countries, reaching more than 1 million marginalized children. Save the Children focuses on education, emergency response, poverty reduction and youth empowerment.

In the spirit of the #SeeMyWish campaign’s digital interactivity, Bulgari also launched a video on its website featuring the digital “Wishes Factory,” in which users can enter seven rooms online, outfitted to house Bulgari’s jewels like the iconic Serpenti design.

Italian architect and graphic designer Federico Babina designed the video.



Bulgari also said that this year, it’s taking its holiday store lighting up a notch.

As usual, it will adorn its global flagships and their surrounding areas with elaborate LED light displays hand-crafted in Puglia, Italy that depict the Serpenti and Diva necklace designs. Bulgari stores in Rome, Milan, Paris, Tokyo, Seoul, Taipei, Nanjing and Shenyang all will be decorated in this manner.

However, the Bulgari store at the Tokyo Ginza tower will receive some special treatment, with the gigantic Serpenti lighting designed in collaboration with Team Lab Japan, which programmed the lighting to be interactive and changed with an app.

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