A note on gold
In 2021. the WGC came to us with a challenge: turn the volume up on gold. In 2021/2 (after the largest Miro board you've ever seen) we made the statement: gold has robust, strategic advantages. In 2022/3 we democratised gold investment, making it retail friendly. In 2023/4 we doubled down on retail. Across my portfolio, you'll see three stops along my journey.
World Gold Council
Gold is everyone's asset
2023, Copywriter, conceptual, audio ad director
Problem
Thanks to projects like The Golden Thread, world was opening up to gold. But, unlike high net worth individuals, retail audiences saw gold investment as something unsafe, requiring a personal safe or keeping bullion in a vault.
Insight
The barriers to gold ownership are lower than a lot of other investments. The range of gold products spans physical and digital. Its performance is robust across them all.
Idea
Meet the Auburns
Personification pushed. We took the major gold product characteristics, matched them with VoC data from our audiences, and created a family. Our character archetypes explore gold’s benefits, shot with a touch of Wes Anderson meets Knives Out. Creative narrated by the inimitable Huey Morgan—Fun Lovin’ Criminals, BBC America.
Execution
2x Global TVCs
Radio & Spotify
Social
Digital ads
Editorial copy for WGC's invest.gold website
Work
TVCs: Concept, characters, script development working alongside creative powerhouse Rachel Taylor.
Social: Copy, cutdown developement
Social character explainer: digital
Spotify & Radio: Concepted, wrote and directed six audio spots
Web: Copy revision for themed website invest.gold—including character explainer cutaways
YouTube views: 6.7M
Results
Global views: 120M
Average daily view uplift on 2022: 120%
Full watches: Over 32%
Website clickthroughs: 3M
Team
Agency: AKQA
Group Creative Director: Paul Ostryzniuk
Writer: Rachel Taylor
Copywriter: Nat Sequeira
Senior Art Director: Laura Beretti
Disclaimer
All work shown was produced during my time at various agencies. All rights belong to the respective agencies and clients. While this portfolio proudly showcases the brands and people I've worked with, I am not affiliated with or in any legal relationship with any featured party. Displayed for self-promotion purposes only.
Let's make something unforgettable.
Disclaimer
All work shown was produced during my time at various agencies. All rights belong to the respective agencies and clients. While this portfolio proudly showcases the brands and people I've worked with, I am not affiliated with or in any legal relationship with any featured party. Displayed for self-promotion purposes only.