Thursday, 2nd September 2004 (4294 views)

The World Gold Council (WGC) has unveiled its latest £10 million international advertising campaign, 'Speak Gold', designed to stimulate consumer demand for gold jewellery in key global markets.

Acclaimed photographers Michael Yamashita, William Albert Allard, Jodi Cobb and Joel Sartore, were asked to capture the emotional role played by gold jewellery in the lives of women all over the world.

Rather than using fashion models, the campaign has used ordinary women to illustrate contemporary views of everyday life in urban and rural settings.

The photographers captured images of women in China, Italy, USA and India, depicting different cultures and similar emotional contexts with the unifying and universal energy of gold jewellery.

The universal language and historical relevance that are unique to gold are the key creative concepts underpinning the 'One Language Everyone Understands' idea.

Philip Olden, the World Gold Council's managing director of international jewellery and marketing, commented: "By depicting women in every day situations in a global setting, the campaign represents a departure from the style of advertising which has to-date characterised the luxury goods industry.

"Early feedback from focus groups in the U.S. and Italy has already told us that consumers welcome the relevance of our approach."

Steve Kershaw, group director at BBH, commented: “We're delighted that this idea is borne out of real consumer insights into real people and their love for gold jewellery rather than the contrived imagery usually associated with luxury fashion advertising."

The print-based campaign , which was created by London agency Bartle Bogle Hegarty (BBH), will appear in leading fashion and lifestyle titles in the US and Italy, including Elle, Vogue and Marie Claire, from September to December 2004.

The 'One Language' campaign will be rolled out into other major international markets during 2005.

 

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