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The campaign is expected to re-establish gold's relevance to consumers,
provide a rallying point for the gold industry and serve as a focal
point for World Gold Council programmes.
Gold Aura
Cultures as diverse as the Incas and the Egyptians have long equated
the warmth and colour of gold with the sun, leading alchemists to
adopt the same symbol for both. Working with brand consultancy,
Wolff Olins, the World Gold Council have revived this ancient symbol
to serve as a new gold mark. The mark, together with a unique typeface
and use of evocative language and imagery aims to create a distinct
identity for gold, thereby distinguishing it from the multitude
of other products that have adopted the gold name.
Adverstising Campaign
One of the first expressions for the new identity will be an advertising
campaign created by Bartle Bogle Hegarty. The visual aspect of the
campaign plays off the discrepancy between the cold, stark heroin-chic
fashion images that have been lauded in recent years and the true
desire for a more meaningful lifestyle. Gold, with its historical
association with the sun and warm properties is positioned as bridging
the gap between fashionability and desire for a more positive way
of life, summed up by the end line 'Glow with Gold'.
To create distinction and gain attention, the creative starting
point of the ad campaign - 'warm is the new kind of cool' - contrasts
the elements of 'cold' and 'warmth', reflecting the emerging lifestyle
trend to reject the cold, detached world of minimalism and embrace
a warmer, more sensual and positive world.
Rollout
The new brand expression and advertising campaign will launch this
summer in the UK, US and Italy with plans to roll out globally over
the coming year. The brand identity is expected to be adopted by
retailers and jewellers promoting gold and to appear on a variety
of other marketing and promotional material.
"Gold is currently experiencing a fashion revival with several
fashion designers focussing importantly on gold accessories and
magazines dedicating entire editions to gold jewellery and design.
This campaign aims to remind consumers that gold's intrinsic value
extends beyond fashionabiliity, leading it to be revered by almost
every culture for its radiance, beauty and spiritual richness,"
commented Haruko Fukuda, CEO of the World Gold Council.
- Ends -
For further information please contact:
Tory Hobbs or Melanie Musson (Edelman PR) tel +44 (0)207 344 1200;
E-mail: tory.hobbs@edelman.com
or melanie.mmusson@edelman.com
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