ArcelorMittal Mines Canada is a mining company that has recently launched a Quebec-based recruitment campaign using picture painting to show prospective employees what the company has to offer. The 30-second TV ad was shot as one continuous take featuring how the talented artist Ilana Yahav uses only real iron ore on a blacklit glass tabletop to create different landscapes. A print ad follows in the same fashion with the image of a bridge that has been drawn into iron ore and both commercials drive potential employees to TransformerLavenir.com. (The official website of Arcelor Mittal Mines Canada providing information on recruitment, work environment, company’s mission, etc.)
http://www.marketingmag.ca/english/news/marketer/article.jsp?content=20101007_193839_7816
Arcelor Mittal Mines Canada is not particularly well known in the province, therefore, the company thinks it is important to explain to people who they are and what they do. This campaign really captures the audience’s attention because it is short and presents itself in an artistic approach with relaxing background music. Also, this type of advertisement with drawings instead of real people is unique and therefore it has the advantage of capturing audience’s attention by human curiosity.