ArcelorMittal
A 20-year partnership
Going from strength to strength
We’ve been working with ArcelorMittal for more than twenty years, delivering films and creative campaigns to engage their more than 150,000 employees. In 2024, we delivered some of our best work to date across talent attraction, inclusion and health and safety. Below, we’ve detailed two of those successful campaigns: ‘Diverse talent enables smarter steels’ and ‘Believe in Zero’.
Fusing safety into every element of the process
Health and Safety has always been a priority, but following a tough year, it was clear H&S needed to move from being priority number one, to being fused into every single aspect of the steel making and mining process.
Our challenge lay in elevating the annual H&S Day beyond its one-dimensional purpose to demonstrating a mindset shift, and absolute commitment to zero fatalities.
Keeping people believing in zero
Our creative concept, ‘Believe in zero’, sought to connect ArcelorMittal’s people with the goal of zero fatalities.
We produced teaser posters and an anthemic launch video to build belief in a truly safe culture. We also delivered
a campaign of communication touch points designed to reinforce awareness and increase confidence, reminding teams of the lifesaving rules, sharing best practice stories, leadership guidance and events, to keep people believing
in zero.
Championing female trailblazers
ArcelorMittal is on a journey towards a more inclusive culture, in which diversity is celebrated, and all employees feel valued and supported. A primary objective is to double the number of women in leadership positions to 25% by 2030. Achieving this would help foster a culture of inclusion globally, in turn attracting the best and brightest talent.
To do this, we needed to get the audience excited about their possibilities at ArcelorMittal. We chose a series of female champions across the business to authentically communicate the opportunities available to everyone, regardless of background.
Stories of personal growth and career progression
We used existing female employees from across ArcelorMittal to deliver this meaningful message. We called it ‘Diverse talent enables smarter steels’ — clearly communicating the benefit and creating a narrative with room for future diversity initiatives.
We produced a hero film — Our Women — as the first of a series, featuring our ambassadors telling their stories of personal growth and career progression. We explored how they were making their mark on the industry as well as the pioneering work they are doing to transform the company on the journey to net zero.