Two ideas to get people
interested in gold.

Concept 1

The Unofficial Gold Awards

Celebrates personal milestones, with a chance to feature in WGC’s Moment is Gold campaign.

Concept 2

Gold Remix

Someone’s name, interests and style become a contemporary jewellery design.

Campaign proposals for World Gold Council. People, awards and designs shown are illustrative examples.

Concept 1

The Unofficial
Gold Awards

Your milestone could become a WGC campaign story.

A website where people can enter themselves or nominate a friend.

AI asks a few questions about the achievement, then creates a digital award they can keep and share.

5–10 stories shortlisted for Moment is GoldWith their permission, WGC features their portrait and achievement on its socials and billboards.

Who would get an award?

We’ll recognise milestones people are proud of, even when there’s no formal occasion to celebrate them.

Anya 28 · Bombay

Moved into her first independent home.

“My First Home”

Rohan

Won his first paying client.

“My First Client”

Meera

Finished her degree while working.

“I Finished What I Started”

People can enter themselves
or nominate someone.

01

“I want to celebrate
something I’ve done.”

Anya opens the website, adds her name and tells us she has moved into her first home.

Celebrate my milestone
02

“My friend deserves
some recognition.”

Meera’s friend starts a nomination and sends her an invitation. Meera accepts and tells her own story.

Nominate someone

Both routes lead to a short AI interview.

Example invitation

“You finished your degree while working full time. Your story could feature in WGC’s Moment is Gold campaign. Tell it here.”

AI asks a few questions
about the milestone.

They can type or speak. We’ll use their answers to make the award specific to them.

Question 1

What are you celebrating?

“My first home.”

Question 2

What did it take?

“A year of saving and planning.”

Question 3

What are you most proud of?

“Doing it on my own.”

Here’s what Anya receives.

She checks the wording before we create the final version.

A digital awardHer name and milestone, with an animated reveal.

A personal citation“For making a place of your own.”

A ready-to-share postHer story, with World Gold Council attribution.

Everyone who completes the experience receives a digital award. Those who opt in can also be considered for the Moment is Gold shortlist.

Their story could become a WGC campaign.

The awards become a way for people to take part in Moment is Gold.

5–10stories shortlisted from
self-entries and nominations
  1. WGC reviews the stories.

    The team selects a mix of personal milestones for the campaign.

  2. The participant approves their feature.

    We confirm their portrait, achievement, name, age and city before publication.

  3. WGC puts their story out into the world.

    Selected stories appear on WGC’s socials and on billboards as Moment is Gold campaign features.

Editorial selection, with no leaderboard or public voting. Campaign participation is optional.

Proposed participation format for WGC’s existing Moment is Gold campaign.

Anya’s story, on Western Express Highway.

Anya · 28 · Bombay — for making a place of her own.

Illustrative participant and proposed outdoor placement. Final locations and campaign artwork to be agreed with WGC.

“Your moment could be next.”

That is the invitation in creator posts, WGC’s social content and the campaign entry page.

  1. Creators show how it works.

    They share a personal milestone, take the interview and explain the chance to feature in Moment is Gold.

  2. People enter or nominate someone.

    A clear link takes them to the interview. They can choose to be considered for the campaign shortlist.

  3. The selected stories bring more people in.

    Social posts and billboards celebrate the person and invite others to share their own milestone.

Your moment could be next. Share your story.

Concept 2

Gold Remix

Contemporary gold jewellery, designed around a person.

Someone shares their name, a few lines about themselves and the style they like. We create a contemporary gold concept and explain how those details shaped it.

They can then see it on themselves using a photo.

A few details give us a starting point.

We’ll ask what they want the design to say about them.

Naina, our illustrative participantNaina · Example participant
Name

Naina

A little about me

“I’m an architect. I’m quietly bold, and I’m starting my own studio.”

What I like to wear

Simple shapes. Clean lines. Something I can wear every day.

PendantMinimalGeometric

Their words and chosen preferences guide the design. A photo is optional and is used for the try-on.

This is the piece we’d create for Naina.

We’ll explain the design in terms she can recognise.

01

An N-shaped structure

The upright line and diagonal connection take their starting point from her initial.

01 Initial → structure02 Architecture → clean lines03 New studio → open curve

Then she sees it on herself.

We’ll place the design on her photo so she can judge the look and scale.

She can ask for changes.“Make it smaller.”   “Keep the curve, but soften the edges.”

We’ll update the concept and show her a new preview.

Someone else gets a different design.

Kabir makes music and likes simple, bold accessories. We’d suggest a cuff.

Repeated groovesA visual reference to the rhythm in his music.

An open shapeA simple form that suits the style he chose.

A polished edgeA bolder detail on an otherwise restrained piece.

They leave with their design
and the story behind it.

Naina’s jewellery concept

The jewellery design

A clear image of their chosen piece.

Naina’s styling preview

The try-on portrait

A preview they can save or share.

GOLD REMIX

Naina’s
design story

Her initial

The starting point for the structure.

Her work

Clean lines inspired by architecture.

Her next chapter

An open curve for her new studio.

World Gold Council

We’ll show the story behind the jewellery.

Creators will take people through their own design, then invite followers to try it.

We’ll use short reveal films and carousels like this in creator posts and paid social. Each links straight to Gold Remix.

Gold Remix, at the mall.

A staffed kiosk brings the design and try-on experience into a shopping mall.

  1. 01

    Walk up.

    A host helps people get started on the touchscreen.

  2. 02

    See their design.

    They add their name, story and style. The screen reveals their jewellery and a virtual try-on.

  3. 03

    Take it with them.

    A QR code opens their design on their phone, ready to save, change or share.

One experience. Two ways in.

People can join at the kiosk or go straight to Gold Remix online. Their design stays with them on their phone.

Illustrative activation concept.

Jewellery designers will help shape the results.

We’ll develop a set of contemporary starting forms with designers: pendants, cuffs and other everyday pieces.

AI will use the person’s story and preferences to adapt those forms and explain the choices.

For the first version, we’ll focus on a small selection of designs and a clear photo preview.

What we’ll offer at launchA personalised design concept and virtual try-on. Making a physical piece would require a separate jeweller review and quote.

Once people are interested,
we’ll help them understand gold.

After the award or design, we’ll offer a short, optional WGC guide.

After their award

“Thinking of marking this moment with gold? Here are a few things to know.”

After their design

“Like the idea of owning gold? Explore the options before taking the next step.”

We’ll use approved WGC information. The experience will not give personal investment advice or predict returns.

WORLD GOLD COUNCIL

Before you
choose gold

  1. What are the different ways to own it?
  2. What costs should you check?
  3. What are the risks and how can you sell?
  4. What role might gold play in a portfolio?
Example learning guide

The presentation

Arrow keys to navigate · F for fullscreen

Campaign concept

Campaign concept board

Illustrative campaign art · World Gold Council

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