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".
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.
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