The likelihood of a discovery leading to a mine being developed is very low - less than 0.1% of prospected sites will lead to a productive mine.
GOLD MINING IS EASY
At first glance gold mining may look like a get rich quick scheme, however it's anything but. Our idea to promote the show was to make a joke on how people thinks its so easy to get rich. My partner and I worked with another team to ideate and craft the concept. To bring this idea to life we created a TV spot, microsite, gif library and a snapchat filter.
Integrated Campaign
Art Direction
B2B
Mentoring
Social Media
Concepting
Design
By telling the truth around gold mining, we were able to poke fun at everyone thinking its easy.
We created a contest to bring our viewers closer to their dream. Guess how many pieces of gold there are and win!
