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The pioneering initiative that has made gold a buzz-word amongst fashionable youth in the Arab world is set to make waves in the jewellery world once again. World Gold Council (WGC), the global advocate of gold, in partnership with the region’s leading jewellery house Damas, has launched this year’s ‘Generation Gold’ Youth Campaign featuring its centrepiece youth jewellery brand - Farfasha.

As part of the overall strategy to engage its intended audience, WGC and Damas have come up with a fresh story concept for its main promotional vehicle – a 60-second TV commercial that reflects the unique brand proposition of Farfasha in the context of the ever-changing tastes and sensibilities of the youth.

Nancy Ajram, the celebrated face of Farfasha for three years now, portrays a charming girl-next-door enjoying a typical day in a quaint neighbourhood on a lazy weekend – roaming around in a bicycle, passing by a fruit stand, enjoying baked goodies in a local bakery and meeting a new acquaintance in one of the neighbourhood cafes. The subtle story demonstrates the many facets of a young woman and how Farfasha jewels compliment each of her transformation.

The new TV commercial was shot in historic Batroun, a coastal city 53km from Beirut in Lebanon. The rustic charm of the location was the ideal backdrop for the Farfasha story which celebrates the beauty, playfulness and youthful glow of signature long chains, anklets, bracelets, Kaffs and earrings. The production was led by an international crew that worked for four days, almost non-stop.

The new Farfasha jewels featured in the TV commercial were created by seven noted Italian designers who came up with funky and colourful designs that set the youth trends for the season. What makes the latest collection even more unique is that the pieces can be personalised according to the wearer’s tastes.

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