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.
The Holi festival India
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, which alluded to the complexities and challenges of 'finding, mining and extracting minerals'.
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.
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 and English as well as bilingual versions. A global toolkit was produced, allowing local markets to access assets for local adaption.