AngloGold Ashanti challenge AngloGold Ashanti, a global leader in gold mining, was re-establishing operations in the Beatty district of Nevada—a region rich in resources and heritage. But while the company’s international reputation was strong, its presence in rural Nevada was just beginning. rooted in nevada.building the future together. This wasn’t about marketing mining—it was about building relationships. Beatty isn’t just a project site. It’s a place people call home. We saw an opportunity to position AngloGold Ashanti as a long-term partner in the region’s economic and environmental future—one who values people just as much as production. The goal: create a campaign that lives at the intersection of global expertise and small-town values. mining with care. hiring with heart. A campaign that made a global brand feel local. Everything was built to connect with real people—from haul truck drivers to town council members. No fluff. No corporate jargon. Just clear, honest communication about what AngloGold Ashanti is doing, why it matters, and how they plan to do it right. what we did LinkedIn Campaign spotlighting Nevada-based employees, sustainability efforts, and regional progressStand-Up Banner Series for town halls, hiring events, and site toursCommunity Print Campaign featuring real people and plainspoken messagingVisual Language rooted in the Nevada desert—earth tones, open space, real photography Messaging Strategy focused on transparency, trust, and long-term impact
