Case Study: World Gold Council boosts awareness and engagement with AKQA’s Golden Thread documentary series

World Gold Council drives 17.2M YouTube views with AKQA

The World Gold Council, an organization aiming to raise the global profile of gold, faced the challenge of moving the perception of gold beyond an inert store of value to showcase its wider impact and future potential. They partnered with the creative agency AKQA to develop a brand-first storytelling approach.

AKQA created "The Golden Thread," a five-part documentary series and interactive web experience, using virtual production technology and 3D WebGL to present stories of gold's role in science, culture, and innovation. The solution achieved over 17.2 million views on YouTube, drove 92% of the traffic to the Council's main site via the campaign microsite, and increased the Council's YouTube subscribers by 10.8 times.

World Gold Council