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World Gold Council and Damas Launch 2008 'Generation Gold' Youth Campaign

From, Dubai
Monday, September 1, 2008

The World Gold Council), the global advocate of gold, in partnership with the region's leading jewellery house Damas, has launched this year's "Generation Gold" Youth Campaign featuring its centrepiece youth jewellery brand -- Farfasha.

As part of the overall strategy to engage its intended audience, WGC and Damas have come up with a fresh story concept for its main promotional vehicle -- a 60-second TV commercial that reflects the unique brand proposition of Farfasha in the context of the ever-changing tastes and sensibilities of the youth.

Nancy Ajram, the celebrated face of Farfasha for three years now, portrays a charming girl-next-door enjoying a typical day in a quaint neighbourhood on a lazy weekend -- roaming around in a bicycle, passing by a fruit stand, enjoying baked goodies in a local bakery, and meeting a new acquaintance in one of the neighbourhood cafes. The subtle story demonstrates the many facets of a young woman and how Farfasha jewels compliment each of her transformations.

The new TV commercial was shot in historic Batroun, a coastal city 53 kilometers from Beirut in Lebanon. The rustic charm of the location was the ideal backdrop for the Farfasha story which celebrates the beauty, playfulness, and youthful glow of signature long chains, anklets, bracelets, Kaffs, and earrings. The production was led by an international crew that worked for four days, almost non-stop.

The new Farfasha jewels featured in the TV commercial were created by seven noted Italian designers who came up with funky and colourful designs that set the youth trends for the season. What makes the latest collection unique is that the pieces can be personalised according to the wearer's tastes. For example, the chain can be worn as a bracelet and the charms can be interchanged among the various pieces of jewellery. Crafted in 18-karat gold, the fashionable and highly affordable jewels are exclusively available at Damas outlets in the UAE and overseas.

Enjoying overwhelming brand success over the last two years, Farfasha, which translates to "chill out" in Arabic, has revolutionised the way the youth looks at gold jewellery.

According to Lama Al Saheb, PR manager of World Gold Council, recent surveys have shown that young girls in the region aspire to become sweet, charming, and stylish ladies.

Al Saheb said: "This ideal is reflected by their brand choices especially in fashion and jewellery. A majority of the young respondents identifies with Farfasha's brand image as represented by Nancy Ajram, who is looked up to as a role model and inspiration. WGC and Damas have used this as an entry point to promote positive values of youth associated with the Farfasha brand."

She added, "I am happy to report that apart from its success in the region, Farfasha has also been getting a lot of attention on an international level in countries such as Pakistan, India, Hong Kong, Singapore, India, and Canada. Farfasha has definitely made gold a dominant trend in the highly competitive youth market."

For her part, Nancy Ajram said: "I agreed to represent Farfasha collection because it suits me and suits my age. Just like most young ladies, I love the idea of playing with accessories. And with this new collection, I am allowed to mix and match pieces and come up with a new look each time. Farfasha is a definite must-have and something the young set will truly enjoy."

The latest Generation Gold Youth Campaign/Farfasha TV and radio commercials have started airing on all pan-Arab satellite TV and radio channels. The pioneering campaign also covers leading publications and outdoor billboards across the Arab world.

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