ALCOA Global Campaign
About
Alcoa is one of the world’s largest and most respected producers of aluminium, operating in every corner of the globe. From Australia to Norway, and from Iceland to Brazil, Alcoa is constantly trying to innovate and build the best team imaginable.
From their Australian base in Pinjarra, Western Australia we were asked to coordinate this global campaign.
Task
It was time to refresh the Alcoa company image with a new campaign highlighting the new values and goals of this worldwide organisation.
Alcoa wants to attract the very best people to their team. Part of this is offering not only career progression and support, but also the opportunity to be close to family while still working on-site.
This commercial uses footage taken in Iceland, Norway, USA, Brazil, Canada, and Australia to build an impressive snapshot of the Alcoa world, and Birdhouse was at the centre of the project coordination.
Approach
Managing teams in other countries comes with challenges – time differences, language barriers, and even talent shortages. But we rolled up our sleeves and took on the role of global project coordinators. This involved many Zoom meetings at odd hours, and a creative development process that was quite long, requiring many levels of global brand approval.
We imagined and developed the creative concept and wrote the script while also working with a number of film crews in various countries around the world. Our english-speaking voice over was recorded in Australia (in-house) but we also translated our script into 4 different languages.
Our goal was to show viewers that Alcoa had their team member’s best interests at heart. That they wanted to support each individual’s career and personal goals – to live their best lives, while being on the Alcoa team.
Result
The final result is a commercial that we’re very proud of. Not just because it looks and sounds great, but because it represents a great deal of trust that Alcoa placed in us to coordinate it all. Being trusted by such a large and respected global brand was a great moment for the Birdhouse team and one that we rose to meet.
This project is also a fantastic example of our in-house capabilities – we did everything from coming up with the creative, to writing the script, recording the voice overs, editing, colour grading, sound design, and overall project management. Our more than ten years experience as Birdhouse gives us a deep bag of tools to draw from.
