Building on 100 years of technology and innovation leadership, Anglo American has set out a unique approach to mining innovation. FutureSmart™ mining applies cutting-edge technological advances and broad innovative thinking to address mining’s major challenges. Through collaborative partnerships, they are connecting people to find safer, more efficient and more sustainable ways to mine the precious metals and minerals that their customers need. We were asked to create a short, dynamic film to support a global internal launch, and to update an evolving innovation story for external audiences. Our creative challenge was to bring a story, not yet realised, to life and present a compelling picture of the future.
The primary audience was internal, targeted through a global webcast. A ‘soft’ external launch was limited to the repositioning of innovation-themed pages on the corporate website. Anglo American wanted to increase understanding of the strategic importance of step change innovation, not only to the organisation’s continued success, but to the mining industry as a whole. They wanted all their stakeholders, including partners, investors and customers, to be inspired and confident about a shared future.
Innovative thinking and cutting-edge technological advances demand an equally, contemporary approach to visual communications.
At first glance, mining and contemporary dance are not a likely combination. In the film, a female miner actively shapes the story by creating digital patterns, which link her to photos that have been given a dynamic, animated graphic treatment. Then the images are linked to each other, to help the viewer picture the redefined future of mining. A punchy music track and impactful sound design support a carefully scripted voiceover and help to bring the film alive.
The film was used to open the global event – signalling the innovation imperative and offering a compelling glimpse of the future – with selected stills providing visual continuity across the online and print communications support. The film also featured on the new FutureSmart™ mining page on the corporate website. The livestream event was supported by a global webcast. Real time and post event feedback (15% response rate) revealed that 100% of participants in London agreed: “I am confident about our FutureSmart™ approach to innovation”; 100% of online respondents rated the event positively (80% rated good or above); 100% considered FutureSmart™ “a necessary part of Anglo American’s future”; and 90% said they now had a better understanding of the company’s approach to innovation.