Anglo American: Of machines and men - Bringing to life the humanity in the world's most heavy metal industry

Simon Radmanesh
Ogilvy & Mather


It is an industry that builds entire cities from scratch.

It's the stuff space shuttles are made of. And iPads. And your gran's pacemaker.

Its stakeholders cut straight through society - from country Presidents to illiterate farmers.

It has been vilified for environmental and worker exploitation yet is a crucial component of every appliance and gadget you own.

This is mining.

And this is the story of how we solved a mining challenge - by going mining. Unearthing buried truths about our clients brand and chipping away at the industry's complexity, we uncovered gems of brilliant simplicity, broke (and maybe re-defined) the category and brought to light the touching humanity inherent in the worlds most heavy metal industry.