Anglo American is a mining company firmly rooted in South Africa. They are one of the largest contributors to South Africa's GDP, employing close to 100 000 permanent and contract staff in the country. They also spend over R400 million every year in corporate social investment.
With the move of their head office abroad to London and the ongoing talk of nationalization of mines on local shores, it became important for the company to communicate their commitment to South Africa.
Together with Anglo American's global advertising agency, we launched the company's new positioning - Real mining. Real People. Real difference - to a broad South African audience