Glencore: A Better Balance - Out of the Square

Client

Glencore

Project

Integrated Recruitment Campaign

Scope of work

Art Direction
Asset Creation & Rollout
Campaign
Graphic Design
Scripting
TVC
Video
Voiceovers

Working at most mine sites means FIFO. It means being away from family, hobbies, or a decent coffee. Glencore came to us to attract personnel to work in their Hunter Valley locations. Across digital and outdoor, we highlighted a better work/life balance is possible. Talk about skilled operators!

The Challenge

Digging civilisation-powering resources out of the ground requires seriously skilled technicians. From machine operators to truck drivers, missing personnel is a problem for everybody. The quick fix is to recruit someone local – likely bringing them over from an adjacent site. But the resulting vacancy means the problem starts again. Someone from your team goes to fill the new gap. Not a quick fix after all.

Our Approach

OOTS highlighted what isolated mining sites couldn’t match: a better balance between work and life. Through striking split-screen visuals and authentic worker stories, the campaign showed how these roles could enhance life beyond the job. Supported by an extensive media plan across Australia and New Zealand, featuring radio, print, outdoor, digital, and social. The initiative drove audiences to a Glencore-hosted landing page designed to convert interest into applications.

The Results

The numbers spoke for themselves: 11 million banner impressions, 500,000+ YouTube views. Aussie women led the charge, with Kiwi men showing standout interest too. Plus, bringing more skilled operators in The Hunter has it’s perks. The local economy is boosted to boot. Safe to say everyone, including this audience, is craving a better balance.