philoro Gold Campaign: Protection in Turbulent Times
The precious metals dealer philoro is rolling out a DACH-wide awareness campaign that was produced entirely in-house for the first time. Using AI-generated visuals and the symbol of the golden umbrella, philoro positions gold as a safe haven in uncertain times.
philoro Gold Campaign: Protection in Turbulent Times
This year, the precious metals dealer philoro is rolling out a DACH-wide awareness campaign that addresses the need for security in an unstable global situation. The philoro Gold campaign was conceived, produced, and managed entirely in-house for the first time—and deliberately relies on AI-generated imagery to associate gold as a safe and stable investment with the philoro brand.
The campaign addresses geopolitical unrest, economic uncertainty, rising prices, and general fears about the future. In this context, it aims to associate values such as trust, stability, protection, and security with gold as an asset and to position philoro as a reliable partner for purchasing gold and other precious metals.
The umbrella as a symbol of protection
Each image features a person of a different gender and age group holding an open umbrella over their head—as a symbol of protection from the current turbulence, which is represented by a brewing thunderstorm. The campaign headline reads: «Gold protects. No matter how fierce the storm gets.» The key visual features a country-specific gold coin alongside the philoro bar: in Switzerland, the Goldvreneli; in Germany, the Krugerrand; and in Austria, the Vienna Philharmonic.
«The golden umbrella symbolizes what gold can offer in turbulent times: protection, guidance, and a sense of calm,» explains Thomas Pohnert, Creative Director at philoro. «At the same time, the campaign presents philoro as a partner for people who want to explore gold—perhaps for the first time, or perhaps quite deliberately as part of their financial planning,» says Pohnert.
AI as the Foundation for Digital Transformation
The creative team at philoro has already used AI software on a selective basis to design visuals and has now applied the expertise it gained to create the new advertising materials. «For this campaign, we deliberately made the use of AI visible—not to mimic real photos, but to create a powerful symbol,» explains Creative Director Thomas Pohnert. At the same time, the use of AI highlights the fundamental importance of precious metals in the digital world: data centers, processors, and networks rely on gold and other precious metals. The technology used to create the campaign thus serves as proof of the relevance of these raw materials.
Head of Marketing Teresa Hatz views the decision to implement the project entirely in-house as a milestone: «The project represents a new way of working in our marketing department. It is interdisciplinary, self-directed, and technologically cutting-edge.»
200 subject mutations in the DACH region
In addition to static elements, the philoro Gold campaign features a video spot and an audio spot. These are distributed online via Google, social media, and major display networks operated by media partners, as well as on Spotify. philoro’s own communication channels—such as its web store, newsletter, and point-of-sale materials—are also being utilized. To accommodate all formats, the DACH-wide campaign includes a total of 200 variations of visuals and text, as well as 23 animations and seven landing pages. To reinforce the campaign, gold-colored umbrellas are being handed out to customers at the 17 philoro stores across the three countries.
For more information about gold and other precious metals, visit philoro: https://www.philoro.ch
Contact at philoro: Thomas Pohnert, Creative Director; Teresa Hatz, Head of Marketing
