Images from BHP's new advertising campaign urging people to think big
Images from BHP's new advertising campaign urging people to think big BHP

Mining giant launches new ad campaign and logo

BHP has launched a new campaign, with new simplified logo, urging people to think big.

BHP chief external affairs officer Geoff Healy said Think Big was designed to demonstrate the important role BHP plays in the Australian economy and community and, more broadly, in global economic growth and development.

 

"We fundamentally believe that as society changes it is up to us to make the case - more confidently and effectively - for the positive role that well run and responsible companies play in society," Mr Healy said.

"The advertisements will talk about the importance of our Australian heritage, our contribution and our commitment to communities where we operate. The campaign will focus on what people can and should expect of us.

 

New logo to accompany new marketing campaign
New logo to accompany new marketing campaign BHP

"In launching Think Big, we will take the opportunity to change our logo and move to a brand that Australians have known us by for generations - BHP. This abbreviated simple expression of our organisation is used colloquially around the world."

 

The initial campaign includes two 30-second TV commercials, which will be accompanied by print and online advertisements and leveraged through social media.

As the campaign progresses, the materials will evolve.

Think Big will also be launched globally, in a phased approach, into other markets where BHP is located.

 

The cast of the Think Big brand campaign is largely BHP employees.

Local crews worked at various locations including Broken Hill, the birthplace of BHP.

According to Mr Healy, for many of the workers featured in the campaign it was their first experience in front of the camera.


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