C A S E S T U D Y
B A C K G R O U N D
Mining provides the precious resources that enable our modern lives, yet most of us will never set foot underground. Since we can’t bring people to a mine, we brought the mine to them on a platform they use every day: Instagram. Using a carefully selected cross-section of photographs we shot on location at an Anglo American mine, we constructed INSTAMINE – a 135-tile virtual mine on Instagram that allowed users to scroll down and explore the depth and magnitude of an underground mine.
A W A R D S
2019
2019
EXCELLENCE • Social Media • Gold Quill Awards
GOLD • Technical Innovation • New Generation Awards
GOLD • Mobile Marketing • New Generation Awards
GOLD • Innovative Solutions • Assegai Awards
BRONZE • Social Media • Assegai Awards
BRONZE • Online Campaigns • Assegai Awards
C R E D I T S
Client: Anglo American
Agency: Joe Public Connect
Creative Direction: Markus Botha
Concept & Ideation: André Lopion, Jared Milne, Lloyd Selemela
Design: Bianca Potgieter
Copywriting: Robyn Grimsley, Kristy-Leigh Kirkby
