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

This case study describes a global campaign by Anglo American, the mining multinational, which aimed to build its reputation in countries where it operated by taking an emotional, human-focussed approach.

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

Simon RadmaneshOgilvy & Mather

Synopsis

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...

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