World Gold Council and Damas jointly launch 2nd phase of highly successful youth campaign

Dubai, UAE (July 19, 2007) - World Gold Council, the global advocate of gold, in partnership with leading jeweller Damas, has launched the latest Farfasha - Generation Gold TV commercial to kick-off the second phase of its youth campaign featuring Lebanese singing sensation Nancy Ajram.

Nancy Ajram, who is now on her second year as Farfasha-Generation Gold Youth Brand Ambassador, takes the lead role in the new TV commercial that has generated a lot of excitement among its intended audience the Pan-Arab youth. The new commercial is now airing on Pan Arab TV channels.

Shot on various locations in Dubai, the new TV commercial was produced by the talented team of Signature Productions with the creative supervision of Portuguese director Diamantino Ferreira. State-of-the-art equipment was used during the shoot to capture the uniqueness of the Farfasha new collection and the vibrant energy of the brand ambassador in a way that appeals to the youth generation.

Remarked Moaz Barakat, Managing Director of World Gold Council for the Middle East, Turkey and Pakistan: "On our second phase of Farfasha - Generation Gold Campaign, we continue to pay close attention to the sensibilities of the youth. This is evident in the story that we have developed for the new TV commercial and the new pieces that have been added to the Farfasha gold jewellery collection." 

"Nancy Ajram enjoys the status of a young cultural icon with millions of followers cutting across cultural and geographic boundaries.  As seen from the success of the first phase of the Farfasha - Generation Gold Campaign, she can very well represent Farfasha and the young women of today - beautiful, vibrant, modern, and full of energy. We are confident that on our second phase of the campaign, we will yet again capture the imagination of the Pan-Arab youth," said Tawhid Abdullah, Managing Director of Damas.

The Farfasha story depicted in the new TV commercial takes a sweet turn as friendship with the opposite sex is introduced in the plot. The story that was built around the infatuation between Ajram and a regular boy is down-to-earth and wholesome in appeal.

The interaction between Ajram and the regular boy in various situations is very real and easy for the youth to relate to. Through vivid imagery, the TV commercial takes the audience to various scenarios in a typical day of a young lady - in the car for a joy ride, at the university hanging out with friends, in a Damas boutique leisurely shopping, and at the café enjoying the company of people of the same age.

Throughout the different scenes, Nancy is seen wearing the new pieces from Farfasha's gold jewellery collection designed to suit every mood and occasion. This is in line with the goal of the Farfasha Generation Gold Campaign to make gold a meaningful part of youth daily life as a fashion accessory.

Moaz and Abdullah both agree that the new TV commercial is another breakthrough in establishing the youth as a distinct market with its own needs and wants. It is expected that the launch of the new TV ad will further boost the appeal of gold among the youth in the region.

Farfasha's gold jewellery collection offers a vibrant spread of rings, earrings, necklaces, anklets, armbands and pendants for young ladies who have a strong liking for versatile, stylish and fashionable jewellery pieces. The collection is exclusively available in Damas outlets across the UAE and MENA.

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About The World Council
The World Gold Council is a global organisation, formed by an association of the world's leading gold mining companies, whose aim is to promote the end-use of the unique and precious metal which they all produce - GOLD. As the industry's marketing arm, the Council, with its global presence, marshals the skills and resources needed to create the market conditions that will allow consumers and investors unhindered access to gold and gold products. As a publicist for gold jewellery and other end-use markets such as industrial use, and investment, the Council works to address any major consumer issues. The Council is a source of data for the gold industry, providing balanced information on gold demands and trends to market participants and key influencers of the financial markets. The World Gold Council brings users, investors and consumers closer to the metal of their choice - GOLD.

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© Press Release 2007