Additional Information


Content

Gold Council to spend £40m on ad campaign

LONDON - The World Gold Council is spending £40m on an advertising campaign to lift the profile of the metal after its popularity demised when platinum and silver became glamorised as part of the trend for "heroin chic".

Share this article

The campaign, by BBH, kicks off with a pull-out magazine insert with pictures of grungy young men and women, shot by photographer Marco Guerra. The pictures run with the headline, "Introducing a different kind of cool."



These images are rounded off with a different type of picture -- a mother holding her baby in a brightly coloured, sun-drenched setting with the word "warm" written across the picture.


The campaign aims to introduce the idea that gold is warm in contrast with the cold, alienating "heroin chic" appeal of platinum and silver.



The inserts will be placed in women's glossy magazines in the world's fashion capitals of London, New York and Milan.



More about

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

Back to top ^