State Street Investment Management Gold ETF / Gold Investment Trust

CLIENT
State Street Investment Management

IDEA
Gold ETF / Gold Investment Trust “Ready, Steady Gold. —A New Life”, “Ready, Steady Gold. —The Son’s Growth”

To address the limited awareness of gold ETFs and gold investment trusts in the Japanese market, we developed a communications campaign designed to dispel the conventional image of “gold investment” and propose a new way of investing in gold that differs from physical ownership. Rather than focusing on the functional aspects of gold investment trusts, we aimed to communicate the emotional value of how steady, long term preparation can foster hope for the future. Under the campaign slogan, “Ready, Steady Gold,” we created a story centered on an ordinary Japanese family, designed to resonate with the target audience and generate empathy. We set out to refresh the image of gold investment by portraying gold as both a symbol and a metaphor for the brilliant future that awaits.