Skills used: Ideation, Branding, Positioning, Creative Direction, Creative Copywriting & Design.
Relentless & unapologetic.
First Quantum Minerals is one of the worlds largest copper mining companies, employing over 20,000 people across four continents.
Attracting, keeping and developing the right employees is a challenge for any organisation, especially one that operates in inhospitable parts of the globe.
First Quantum Minerals wanted to appeal to engineers and miners who would be the best fit - self motivated and entrepreneurial.
The approach - Wear your employment as a badge of honour.
A no-nonsense approach was developed visually, matched with a TOV that had an attitude which would appeal to the target audience. The goal was to get potential candidates to self elect and wear their employment as a badge of honour.
This approach was used to create multiple communications (in six different languages), including recruitment advertising, social posts, on boarding packs, internal comms, videos, performance assessments portals and e-learning platforms.
The First Quantum Way. Good enough isn’t.
Design and production of internal campaign materials for First Quantum Minerals business principles. The five principles were part of a set that made up the First Quantum Way, each was individually branded, created from a different mined material.
The principles became part of the miners working day - using scale and frequency, they were placed on floors, walls, trucks, helmets, staircases, even canteen trays.
