Created by Africa Creative, the piece premiered on open and pay TV and will be present on OOH at airports throughout Brazil
Christmas and New Year are synonymous with celebration, hugs and reunions with loved ones who often only see each other at this time of year. With this in mind, Vale presented its campaign for the end of the year, which proposes an important reflection on the role of mining in everyday life.
The piece, created by Africa Creative, seeks to highlight the discreet but crucial presence of ores in actions that often go unnoticed, such as sending messages on a cell phone, and even in the small details that make up the Christmas festivities, colors and lighting.
“We are experiencing a transformative moment at Vale, in which our vision goes beyond mineral extraction. We seek to make it clear that mining is present in the daily lives of all of us and is a key part of building a more sustainable world. Almost every aspect of everyday life, from the technology that powers planes to the beauty we find in a Christmas decoration or in simple makeup, have their roots in mining. This is exactly what we want to show with this campaign”, said Leandro Mod, Global Communications Director from Vale.
The film aired this Monday (18th), during open and paid television programming, and will continue until December 31st. The campaign is also present in OOH at airports throughout Brazil.
“We wanted to show the role of Vale and mining in people’s lives. We thought of dozens of objects that are present in people’s lives, especially at this time of year. Because it would be impossible to think of Christmas decorations without ore. We bring this in the campaign and, at the same time, shows how Vale looks to the future”, concluded Aaron Sutton, Creative Director at Africa Creative.
