Glencore

Transformation

From aloof mining giant to connector of possibilities.  

Glencore approached Brother to help create a corporate communications campaign that would promote various social, environmental and community programs the resource giant supported across Australia. 

Rather than create ad hoc content promoting the various initiatives, we created an umbrella platform through which we could showcase the sum and the parts – and demonstrate how Glencore connects possibilities. 

Brother worked with various commodity groups, sites and stakeholders to select the best stories before crafting them into narratives which would form the backbone of a series of docco style videos, short social videos, static and outdoor assets. 

Once done, Brother hit the road and managed a nationwide production that saw the crew trek from South Australia to Barrington Tops, Mudgee to Cessnock, Mt Isa to Oakey and beyond.

Deliverables

  • Campaign strategy and creative concepting
  • Copywriting  
  • Photo and video shoot
  • Video asset creation
  • Large format outdoor
  • Campaign microsite
  • Analytics set up and performance reporting
  • Research 
An out of home billboard part of the Glencore advertising campaign. Two mine workers, both men stand in front of a large mining truck with smiles on their faces. The headline reads "A natural resources company. A place to develop tomorrow's talent."
A billboard for the glencore advertising campaign with a woman and child sitting together in a library reading a book. The copy reads "a mine filled with minerals. A childhood filled with books. Whats the connection?"
A print ad for the Glencore advertising campaign, it has sweeping fields in the background and reads "how did we turn an old mine into Australia's largest landscaping project?"
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In the spirit of reconciliation the Brother team acknowledges the Traditional Custodians of the country throughout Australia and their connections to land, sea and community. We pay our respect to their Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.

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