Problem
The Golden Thread season 1 focuses on a range of experts’ research into the application of gold.
How do we evolve our season 2 campaign to tell a more human story?
Insight
Gold has a surprisingly important role in our societies around the world.
Within the celebrations of the Ashanti empire, security for women, vibrancy of culture, and the science that treats disease. But this is not widely understood by the general public, which means as an investment asset, gold is often overlooked.
Solution
Gold: A Journey With Idris Elba
A digital campaign for the next instalment of the documentary that tells the human story of gold, bringing a unique personal touch from Idris’ connection to Ghana, as we join him on an adventure that explores gold's meaning and contribution to societies.
Impact
Sharing the potential of gold with the world.
Demonstrating gold’s investable worth, that goes far beyond what we could have ever expected. We look forward to seeing the full documentary go live in the coming months.