WGC Speaks Gold

Taking its "Speak Gold" advertising efforts to the next level, the World Gold Council has unveiled a $6 million holiday ad campaign that aims to stimulate consumer demand for gold jewelry in the United States. The two-part campaign, which features both generic ads aimed at emotional response and more product-specific ads that focus on WGC's manufacturing partners, carries the tagline "There's One Language Everyone Understands." The photography depicts and targets gift purchasers and self-purchasers. Unlike traditional advertising campaigns that feature glossy fashion photography, WGC hired National Geographic photographers for a more photojournalistic approach. The "models" are everyday women, not professional models, and settings include New York, the Midwest, Italy, and India. The result is realistic photography that captures both the spirit of women who love gold jewelry and vario

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