Likeable Creative launches ‘WA resources make it possible’ campaign for CME
In a new 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.
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.
Likeable Creative was awarded the CME account early this year after a creative pitch against local and intersate 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.
While the vast majority of West Australians support the 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’s Managing Creative Director, Malcolm MacLean, said: “It is a big task to change attitudes. Our 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.”
The campaign rolls out this week across socials, TV, radio, press, digital and out of home advertising.
Credits
Chamber of Minerals and Energy (CME)
CEO: Rebecca Tomkinson
Director Strategy & Governance: Brooke Fowles
Director Communications and Campaigns: Aleisha Banner
Likeable Creative
Client Director: Rod Killick
Managing Creative Director: Malcolm MacLean
Creative Director/Art Director: Ross Dungey
Writers: Malcolm MacLean and Tom Birts
Designer: Charmaine Koh
JWS Research
Founding Director: John Scales
Account Director: Bart Hodgen
Beautiful Pictures
Executive Producer: Kate Downie
Director: Allan Myles
Producer: Gemma Hall
Photographer: Allan Myles
Office of John Cheese
Editor/colourist: James Hawkes
Julios Studio
Sound Engineer: Julian Douglas-Smith
Initiative Media
Managing Director: Paige English
Head of Investment: Brianna Wells
