Justin Bieber and Leonardo DiCaprio made things interesting at the 21st annual Cinema Against AIDS event when the two began an intense bidding battle over a Bulgari Serpenti necklace. Valued at €150,000, the necklace caught the attention of many stars, but in the end it was Bieber and DiCaprio who committed to bidding on the piece when it was up for auction. DiCaprio put his final bid in at €350,000, but it was Bieber who came out on top, purchasing the necklace at €400,000.
The amfAR gala, co-sponsored by Bulgari and held on 22 May 2014, raised a record $35 million for HIV/AIDS research through events like the auction. In honour of the gala, Bulgari donated a Serpenti necklace in white gold, which featured a 13-carat drop-shaped aquamarine stone surrounded by 19.2-carat pavé diamonds, to be auctioned. The snake is a symbol of prosperity and has been a longstanding icon of Bulgari 's jewellery design. A tribute to amfAR's late cofounder Elizabeth Taylor, the piece was worn by Italian singer and former First Lady of France Carla Bruni-Sarkozy until it was brought onstage to be sold.
The gala was held during the Cannes Film Festival at Hotel du Cap-Eden Roc in Antibes, France. The event was star-studded, with names such as John Travolta, Adrien Brody, Jessica Chastain and Heidi Klum (along with the clashing Bieber and DiCaprio) among the attendees that enjoyed musical performances and took part in the auction to benefit amfAR.