Warmth is being presented as the new 'cool' in advertising aimed at
transforming gold's image from flashy to fashionable.
Bartle Bogle Hegarty is producing the work - its first since picking up
the World Gold Council's assignment in January - which will present gold
as an antidote to cold minimalism, encapsulated by the end line 'Glow
The council, comprising the world's leading gold mining companies, is
putting dollars 55 million (pounds 39 million) behind a global
advertising, marketing and public relations initiative, beginning in
late summer in fashion and style magazines.
It will break initially in Britain, the US and Italy before a global
The style and tone of the campaign is set by an eight-page pullout in
Vogue featuring black-and-white images leading into a double-page colour
spread with the line 'Introducing a different kind of gold'. The ads
were written by Tom Hudson and art directed by Rosie Arnold. Media is
being bought by Starcom MediaVest.
The campaign is part of a strategy to halt gold's slide downmarket and
end its associations with vulgarity.
'Gold has become debased with people associating it with everything from
gold credit cards to Golden Wonder crisps,' Steve Kershaw, BBH's group
business development director, said. 'Like any other brand you have to
keep topping up the positive things to be said about it.'
Haruko Fukuda, the World Gold Council's chief executive, said: 'This
campaign aims to remind consumers that gold's intrinsic value extends