DRAMA FOR MEN
W&B were asked by Discovery EUROPE to help land the new series of GOLD RUSH across THE REGION.
THE ASK, MAKE THIS SERIES STAND OUT AND DELIVER A CAMPAIGN THAT CAN BE VERSIONED ACROSS EUROPE.
With a backdrop of the wilds of Alaska, GoldRush is a reality show with a difference, it's really REALLY cold, REALLY tough and not for the fainthearted. This is a dedicated brotherhood, fighting ALL the elements, TO FIND THEIR NUGGETS OF GOLD.
The strategy was simple, with all the elements against them... THIS WAS DRAMA FOR MEN. Heroes vs Villains. Good vs Bad. Man vs the Elements.
W&B elevated the show and created a marketing toolkit that treated the show like a premium filmic Drama. EACH PROTAGONIST HAVING A BRAND IN THEIR OWN RIGHT.
DRAMA FOR MEN as a rubric, elevated GOLD RUSH to being more than just a returning series, but a fight against the LUCK, the MACHINeRY and THE ELEMENTs.
SERVICES
Campaign Creative & STRATEGY
TV spots creative & production 10, 20, 30, 60
Print creative MASTER ARTWORK
social Media STRATEGY
EXPERIENTIAL
MARKETING ASSETS
W&B, working alongside Discovery, created marketing materials for each of the Team Leaders - Hoffman, Schnabel and Hurt. Simple bold and eerie images of the leaders were used to create impactful imagery across media. Subtle highlights of gold were used in print to bring highlights to life.
MOTION
The brief asked for a 45' promo, but we proposed a new media strategy and delivered a Hero 60, and 3 individual 30s of each of the team members. Music - dramatic and iconic, from Johnny Cash to Imagine Dragons.
SOCIAL MEDIA
The proposed solution was simple, no gimmicks. Just show people the show, Strong filmic digital assets were created with link throughs to episode highlights.
