Rio Tinto

Bringing alive a diverse range of opportunities for students in Africa, Canada, & Europe

Rio Tinto – a world leader in mining the earth’s mineral resources. Our graduate campaign for Africa, Canada, & EMEA was built around the core concept of "Discover More – making modern life work!" The Canadian French campaign focused on real adventure and challenge, and shaping the world around you.

Natural Energy source
Natural Energy source

The Holi festival India

The Holi festival India

Heavy Metal Guitar

Heavy Metal Guitar

Making modern life work

Our campaign visualised everyday objects being held by graduates, emphasising that the work and the challenges are real. The secondary lines: "I'm an archaeologist / environmental scientist / geologist…I work for RIo Tinto" adds clarity to who Rio Tinto are targeting. An illustration of the process was visualised behind each graduate profile alluded to the complexities and challenges of finding, mining and extracting minerals.

The story

Our role was to develop a global management and student ambassador team, market the exam to universities and students, proctor the exam and ultimately build a database of 10,000 test takers.

Diverse opportunities

The tone of the campaign was direct: Rio Tinto expect commitment, passion, perseverance and respect for others. Working with diverse people from different cultural backgrounds is the norm. The opportunities are equally diverse and include civil, electrical, environmental, geotechnical, mechanical and mining engineering.

Reaching graduates in Africa, Canada and Europe

All assets were created in French, French Canadian, English as well as bilingual versions. A global toolkit was produced allowing local markets to access when required.