Turning 140 is worth celebrating, but BHP wanted to look forward. People care about the impact a business has today more than just its history. The anniversary needed to show what BHP contributes to Australia through jobs, communities and the resources behind everyday life.
BRX developed 'Building what's next', a national campaign across TV, radio, OOH, press, digital and social. It partnered with Lifeline WA, BMA and the Royal Flying Doctor Service, adding AFLW and Future of Work in Phase 2. Within months, recognition was ahead of BHP's 2024 benchmark. The more people saw it, the more they trusted, liked and backed BHP.
