In this campaign, produced by Likeable Creative, The Chamber of Minerals and Energy (CME) invites West Australians to take a fresh look at how the resources sector benefits everyday life. The campaign shows how the things we cherish in our daily lives are made possible by WA resources, from the rare earth elements used in life-saving medical imaging machines to the 40 metals and minerals required to make our smartphones capable of sending a selfie.
The 30 second launch TV commercial
Press advertisement
While the vast majority of West Australians support the resources sector, there is less support amongst younger more cynical demographics. Likeable Creative developed the positioning line ‘WA resources make it possible’ to reframe how our state’s metals and minerals are used in personally relevant ways. The campaign is designed to be optimistic and to encourage a fresh perspective. Likeable Creative was awarded the CME account early in 2024 after a creative pitch against local and interstate agencies. The agency collaborated with CME and JWS Research to formulate a strategy to present the WA resources sector as being essential for today and vital for the future.
Importantly, the advertising also shows that CME members are part of the transition to green energy alternatives, with WA resources being vital to produce the batteries, solar panels and windfarms of the future. The campaign’s intention is to present minerals and energy in a way that gets people to reflect on their own daily interactions with various resources and also understand how a cleaner energy future is possible.
Cleaner Future video for social ads
This major campaign was planned to reach multiple target audiences. While the broad target audience was all West Australians, the important secondary audience to reach was the cohort of younger 18-35-olds who have prejudicial attitudes towards mining and energy. Government and the Chamber’s own member organisations were also important stakeholders that our planning needed to include.
Digital outdoor posters at Yagan Square
Cooking With Gas video for social ads
City Campus Student video for social ads
The campaign officially launched on November 2024, just in time for National Mining Day. Rebecca Tomkinson, the CEO of theChamber of Minerals and Energy, official launched the campaign with a press conference held in front of the digital billboard at Yagan Square. On the same day, Rebecca also had an opinion piece published in The West Australian newspaper with the headline, ‘No selfies without mining’.
The campaign rolled out across TV, radio, press, social media ads, digital and out of home advertising in November. Making sure the message reaches all audiences, there are some interesting media placements including TikTok and digital posters at leading shopping centres.
Guy In Your Smartphone video for TikTok, Reels and Facebook
Microphone radio commercial
To give viewers the opportunity to learn more about how WA resources benefit everyday life, we designed and built a bespoke landing page for the campaign. Here, people can get more information, access all the videos at one location, and discover more about the Chamber of Minerals and Energy. View the landing page here: https://www.waresources.com
