Campaign Strategy
Conceptual Development
Digital Asset Creation
Video
As sustainability became a defining issue for the mining industry, S3 McMillan unified Teck’s ESG initiatives under a single, compelling framework. “Sustainable Teck” became central to the company’s corporate, sustainability, and investor communications. More than five years later, it’s still guiding how Teck tells its story – through a CEO transition, major corporate restructuring, and the company’s next chapter as a leading producer of critical minerals for the energy transition.
Teck, one of the world’s most progressive and respected mining companies, had earned global recognition for its sustainability leadership: topping Dow’s sustainability index for mining companies, leading Sustainalytics rankings, and ranking among the top five companies on the MSEI. Yet despite these accolades, Teck faced an uphill battle in shaping public perception. In an industry often viewed as unsustainable, how could Teck show the world it was leading the resources sector toward a more sustainable future?
The minerals and metals Teck mines are critical to the technologies driving net-zero carbon solutions – powering wind turbines, electric vehicles, and more. We saw an opportunity to reframe Teck not as a traditional mining company, but as an innovator advancing global sustainability. The right message could shift perception, positioning Teck as a future-focused enabler of progress.
S3 McMillan developed the Sustainable Teck platform – a simple, ownable idea that elevated the brand’s sustainability leadership and technological innovation. The campaign leveraged a clever play on words (Tech/Teck), reinforcing both the master brand and its role in enabling a sustainable future. We executed a flexible, scalable campaign that launched across digital channels, driving engagement with key audiences from government to industry stakeholders.
higher click-through rate
on Meta
higher click-through rate
on X
lower cost per click across paid social and Google Display Network
Chronicle Heritage and S3 McMillan took home the Gold for Best Corporate Rebrand at the 2023 Transform Awards in New York, proving that digging deep uncovers the richest rewards.
