World Gold Council
A four-gigabyte strategy film, ICBC China location footage and bridal jewellery work, for the body that represents the global gold industry.
Objective
The World Gold Council represents gold producers worldwide. Its communications span institutional investors, central banks and consumer jewellery markets, audiences with almost nothing in common except the metal.
Strategy communication for an organisation like that means finding a single narrative that survives translation across all three.
Creative response
Film production and strategy communication, delivered across a multi-year engagement with a weekly publication rhythm.
The work was film production. World Gold Council Strategy, where the word is the film's title rather than a description of the work.
- World Gold Council Strategy. A 4 GB master film dated September 2016, with the Premiere project retained
- ICBC China. Location B-roll shot in 2012 for the Chinese market
- Azva Bridal Jewellery. Consumer-facing film for the Indian bridal gold market
- A production rhythm. A WGC production team meeting and a standing weekly publication meeting
- World Gold Council Strategy. A 4 GB master film dated September 2016, with the Premiere project retained
- ICBC China. Location B-roll shot in 2012 for the Chinese market
- Azva Bridal Jewellery. Consumer-facing film for the Indian bridal gold market
- A production rhythm. A WGC production team meeting and a standing weekly publication meeting
Results
2012–16, engagement span
Weekly, publication meeting
Watch
The work
