New Philex mining campaign via Draftfcb Manila
Philex Mining Corporation has launched new creative content in a major national television, radio and print campaign in via Draftfcb in the Philippines to raise awareness and support for responsible mining and the industry’s role in promoting important social causes such as environmental stewardship and community empowerment. Draftfcb Manila was awarded the Philex Mining account in June 2011.
Philex Mining’s vice president for business development, Denis Lucindo, said that it was time the Filipino public was given a clear vision of responsible mining at work. “A lot has been said about mining with diverse opinions regarding the industry and its impact on the country,” said Lucindo. “What has been largely left out of the discussion is the fact that life as we know it today would be very different without the resources that are harnessed through mining. Nearly every physical object that we utilize on a daily basis comes from raw materials that are mined.”
Draftfcb’s Manila’s new creative work is called “Roads” and features an animated TVC that will run nationally, supported by print and radio advertising.
The agency’s chief creative officer Sydney Samodio said, “Mining has always been associated with inorganic materials such as rocks, metals and minerals. With this TVC, we’re showing that, when done responsibly, there is life in mining – life in the once-denuded forests that Philex Mining was able to help re-green – and life in the communities that they built by investing in health, education, livelihood and infrastructure which are the components of development that seldom reach remote villages.”
Samodio added: “The use of animation also plays a vital role in getting the message across to our audience. We wanted to show a seamless transition from things that people traditionally associate with mining–like miners with pickaxes, large trucks and dark mine shafts– to the benefits that Philex Mining brings to its host communities such as reforestation, roads, education, health and community development. Aside from that, we were looking for a visually stunning way to present the story, and I believe that our director Mike Alcazaren and the animators at Holy Cow did a great job in achieving this,” said Samodio.