“Digging Deep”
Through what feels less like a piece of on-the-nose brand film and more like the observational documentary characteristics that emerged from cinema verité, the commodity trading and mining company Glencore make another strong case for why celebrating women in STEM disciplines needn’t be confined to only one day on the calendar.
Via a mode that has become a calling card for their strategy of brand communication, Glencore isn’t afraid to throw open the doors to its business practices and push audiences to get to know the people that serve as their operators. Having been a supporter of, and contributor of nominees to, the Women in Mining Top 100 List, Glencore is no stranger to this subject matter. A sense of honesty within the narrative, told in a simple format, heightens the clear investment the company has made in overall production value. It’s a quality reflected in most of Glencore’s brand output and alongside such depth of story, it adds rather than detracts.
Employing an effective to-camera interview setup, rock crusher controller Rosa Benito leads us swiftly through the story of her life. From humble beginnings in Espinar, Peru, through university and onto what seemed - at least to her - the unlikely scenario of securing work with Glencore, Rosa's dream became a reality. The creative decision to feature only Rosa’s voice throughout the production, intercut with images of her on-site work, act as a powerful metaphor that speaks volumes of an industry still predominantly occupied by men. However, messaging like this does go some way towards degrading that stigma in terms of recruitment.
With strong engagement on LinkedIn and over 30k views on YouTube, Rosa’s journey of good fortune ultimately mirrors those of the surrounding communities since Glencore’s arrival. Moreover, this particular piece stands apart as an excellent example of how mixing strategic brand transparency, community trust, and a moving story about digging deep, can present an attractive workplace for all.
