The campaign, ‘Sign of love’ reveals that for many Chinese people, a gift of gold jewellery represents a milestone in a long-term relationship, symbolising reassurance and commitment.
“Gold speaks volumes, and we wanted to identify that one special meaning that it represents," said Joanne Liu, business director at BBH China. "While diamonds are forever and the wedding band favours platinum, gold represents the solid, loyal symbol that marks a relationship milestone.”
The online video campaign sets out to discover how couples really know the moment they are in love. For some, it was when a long distance relationship prevailed, for others, it was when a partner endured the worst of a temper tantrum.
Cameras roll as sets of couples, seated on a couch, tease each other, laughing and crying about their relationship.
The campaign also includes a print campaign where a delicate piece of gold jewellery marks the final milestone in a woman’s journey to finding love.
Said Helen, area manager at World Gold Council, “This campaign has captured the essence of what gold represents to so many in China – an important and cherished symbol of love. We are happy to witness younger Chinese people treasuring their true love in their life mapping.”
The online video campaign is currently running nationwide, while the print campaign is targeting Beijing and Shanghai.
Credits:
Client World Gold Council
Agency BBH China
Executive CD Johnny Tan
Art director Yu Kung, Jenny Jin
Copywriter Andy Brittain, Ken Lu
Account team Joanne Liu, Joyce Hong, Natalie Ann
Agency producer Julienne Wu, Wolfie Wong, Ivy Shi
Print production house Bloc
Photographer Zach Gold
Film Director Yu Kung
Executive producer Raymond Lau
Exposure Online video and print
.jpeg&h=268&w=401&q=100&v=20250320&c=1)
.jpg&h=268&w=401&q=100&v=20250320&c=1)
.png&h=268&w=401&q=100&v=20250320&c=1)
.jpg&h=268&w=401&q=100&v=20250320&c=1)
