Mineral Resources Limited (MinRes) had a recruitment problem. Sure, they could find people who ticked all the right boxes but these same people weren’t thriving in the unique culture of MinRes. So, we created a piece of branded entertainment that follows “Mark” as he lands his first opportunity to lead a commodity mining project. It’s a 4-minute showcase of life at MinRes that sets clear expectations and illuminates them with honesty, candour, and humour.“We’re Different” drove an influx of top-tier applicants who truly understood the cultural nuances of the company and solved a long-standing recruitment problem.