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    Mining provides the resources that enable our modern lives, yet most of us will never set foot underground. Since we can’t bring people to a mine… Read More
    Mining provides the 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 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. Read Less
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Mining provides the 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 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.
Credits

Client: Anglo American
Agency: Joe Public Connect
Concept & Ideation: André Lopion, Jared Milne, Lloyd Selemela 
Creative Direction: Markus Botha
Design: Bianca Potgieter
Copywriting: Robyn Grimsley, Kristy-Leigh Kirkby