Turning gold into sold

How do you persuade the world’s most savvy investors to buy more gold? By tapping into the higher standard gold represents.

Forging a stronger investment case

For centuries, gold has proved itself to be a “safe haven” asset. But, for an increasingly tech-empowered investor community, “safe” equates to unspectacular. Three-quarters of under-40s would rather have Bitcoin than gold in their investment mix. The World Gold Council wanted to counter this perception. So it challenged AMV Works to create an unignorable investment case for one of the best performing - but under-owned - assets of the 21th century.

Connecting with higher values

In a fast-changing world, gold is timeless. It carries cultural capital like no other asset. Gold represents the highest standards - and values that truly last the test of time. Gold is a universal shorthand for the best. So we focused on showing how gold’s intangible emotional value is why it offers tangible, lasting investment value.

Setting the gold standard

‘Smart Investors Hold Gold’ is an idea that works harder because it is true. A 30-second film invites investors to trust their intuition and follow the clues hiding in plain sight. We follow an investment leader as he explores what makes holding gold a smarter play - teasing the answers with gold idioms. The film has amassed more than 47 million views on YouTube. To prove the promise, we also offered investors compelling reasons to hold gold. WGC’s new-look content destination - Discover.gold - features a bank of 44 articles which were restructured and refined to provide relevant investor insights.