This campaign looks at the journey of the minerals produced at RBM and their final application.
This was the chosen concept and we worked with the strapline “Forty Forward: The journey to success – from mine to marketplace”. The Forty Forward refers to the Forty year anniversary and future success. It shows the raw product in it’s final format. These include: nail polish; spectacles; satellite and car engine parts, which gave us fantastic abstract imagery to use.
The corporate anniversary campaign has been extremely well received and we’ve had a great opportunity to implement the strong brand presence of Rio Tinto.
The key features to a successful corporate anniversary campaign are first determining your message, and following up with a continuous brand presence. You want to create familiarity, so it’s imperative that the message and imagery remain the same throughout.
With the Rio Tinto RBM corporate anniversary campaign we had several lead images and messages. These were focused around the individual minerals and their applications. This has allowed us to keep brand integrity and continuity, whilst maintaining a fresh look throughout the 12 months of the campaign. Following on from the anniversary campaign, we have been able to utilize the Mine to Marketplace theme for additional advertising independent of the original campaign.