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” The campaign addressed limited awareness of gold ETFs and investment trusts in Japan by refreshing conventional perceptions of gold investment. Rather than emphasizing functional features, the strategy communicated emotional value—how steady, long-term preparation fosters hope for the future. Centered on an ordinary Japanese family, the narrative used gold as both symbol and metaphor for a brilliant future, aiming to generate empathy and reshape how consumers view gold investment beyond physical ownership.

Expertise