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.
Campaign Creative & STRATEGY
TV spots creative & production 10, 20, 30, 60
Print creative MASTER ARTWORK
social Media STRATEGY