The Auburn Family Covers Every Type of Investor in The World Gold Council Spot

Investing in gold is often perceived as a more traditional investment where an investor would spend a fair portion on money for a physical asset. Given the crypto boom (and crash) over the last few years, The World Gold Council set out to dismiss the common misconceptions attached to investing in gold, working with creative agency AKQA to reimagine and rebrand the perception of gold.

Research conducted by The World Gold Council found that potential investors are put off by the feeling that they don’t know enough about buying gold, with a focus on affordability. Additionally, trust in the authenticity of gold (knock-off jewellery) made investors wary.

Despite these misconceptions, reimagining gold would mean educating an audience that Gold ownership isn’t just holding bars in a personal safe and that they can easily invest in gold online via apps or websites without ever taking possession of it. The goal of the campaign was for Gold to be recognised as a simple and straightforward investment, which is easy to buy and sell in small amounts. Digitally, from an authenticated, trusted vendor.

The Auburns are a family that represent the different types of investors, showing the different personality traits of those who like a reliable investment to balance out the risk, those who aim for diversification, those who invest digitally, or people who prefer to own a physical asset. The theme of accessibility throughout the creative looks to reinforce the message: Gold is Everyone’s asset.  

The campaign is running for three months across UK, US and Canada social media platforms as well as on TV in the States and Canada.