Two Worlds One Goal: Safety
In mining there is Below-ground and Above-ground, both involve dangerous tasks and they depend on each other... ICL was looking for an attractive safety campaign to appeal for both sectors equally, dignifying their challenges on the same level. Ogilvy came up with the idea of an adventure campaign that distinguish & includes both groups.
Different worlds, different colours
ICL wanted the campaign to have a clear distinction between the two teams; both are very proud and maintain a healthy rivalry.
It's an international campaign, Design content in 3 languages
Safety is the Nº1 thing in mining. It all depends on each individual. To encourage safe practices, daily reports are translated into a ranking system, motivating miners to earn Badges & Stickers for rewards.
