making A CAREER IN STEELS LOOK ACTUALLY QUITE BEAUTIFUL.
Big Ben, cruise ships, MRI machines… they all have one thing in common. Steel.
It’s everywhere in our lives, even when we don’t realise it. That idea became the heart of the employer brand and global campaign I created with a partner for ArcelorMittal.
It’s everywhere in our lives, even when we don’t realise it. That idea became the heart of the employer brand and global campaign I created with a partner for ArcelorMittal.
We built a full ATL and digital campaign – plus internal comms and campus activity – giving ArcelorMittal a platform to show current and future employees just how much their work actually shapes the world. Built around the rallying cry 'Make Your World,' the campaign highlights how different life would look without their steels, and the exciting role employees play in creating it.
As a global rollout, it had to resonate from mines to labs to offices, across multiple cultures – and it did. By late 2019, Mexico saw LinkedIn followers double and job applications soar. Brazil saw internship applications jump from 23k to 100k and global talent engagement rose 12%.
The agency’s Senior Brand Strategist even said it was the only campaign that “brought her utter joy every time she saw it”, which was delightful to hear.
CONCEPT • ART DIRECTION • creative copy • graphic design
the campaign achieved a 100% follower increase in some regions and a 300% increase in intern applications overall.
BRAND GUIDELINES
well, when the campaign looks that good...
