How far will I go to bringa client’s story to life?
A kilometre beneaththe earth’s surface.
Seeing the mission through
When your client’s purpose is to “help the world grow the food it needs,” you take the work seriously. I never expected to find myself over a kilometre underground shooting spots for a potash company, but I’ve always been committed to seeing the vision through. If the story meant heading into the deepest, darkest places to find the magic, I was going to uncover it.
The campaigns we created for Mosaic were built around that same sense of purpose—connecting the work of potash mining in Saskatchewan to its global impact. With operations rooted in small prairie communities and a product that helps feed the world, Mosaic needed to strengthen local reputation while inspiring new recruits. That meant telling a bigger story—one about integrity, pride, and long-term opportunity.
Challenge: With operations rooted in small prairie communities and a product most people never see, Mosaic faced a disconnect between what they do and why it matters. They needed to strengthen local reputation, inspire new recruits, and demonstrate how mining potash in Saskatchewan contributes to global food security.
Solution: We grounded our creative in purpose. By connecting Mosaic’s underground work to its above-ground impact—and focusing on people, not process—we helped the company build pride, inspire future employees, and grow trust with key audiences across the province.
Phase One –Pride and Purpose
More than a recruitment campaign, our first work for Mosaic needed to shift perceptions. It spoke broadly to the people of Saskatchewan about the company’s global reach, economic contributions, and commitment to community. The tone was proud, grounded, and inspirational—helping build reputation from the inside out and laying the foundation for long-term recruitment efforts.
Phase Two –Focused for the Future
With the launch of the new K3 mine in Esterhazy on the horizon, the second phase of work turned its attention toward specific talent pipelines. The tagline “We Can See Tomorrow From Here” referenced not just the prairie horizon but Mosaic’s future in the province. Creative executions focused more directly on job roles—engineers, mechanics, and technicians—while continuing to reinforce the values of integrity, significance, and growth.
Phase Three –Generations of Belief
The third phase campaign was a refresh of “We Can See Tomorrow From Here”, reinforcing the company’s roots in Saskatchewan through warm storytelling featuring families with multiple generations working at Mosaic. The newly built Mosaic Stadium appeared in the campaign’s visuals and media placements—another quiet but powerful signal of the company’s long-term investment in the province and its communities.
Results:
Across all phases, Mosaic’s social reputation saw measurable improvements. Key metrics showed a 10% increase in the number of people who rated Mosaic as having an “extremely good reputation”, along with a 5% lift in the perception of Mosaic as “trustworthy and responsible,” a company that “works openly with government” and “respects the environment.”
As a highly regulated mining company, those reputation gains matter. A stronger public image helps preserve relationships with government, builds goodwill with the public, and creates resilience against potential criticism. Just as importantly, it strengthens internal morale—anchoring pride in purpose and helping future employees see themselves as part of something bigger.
ClientThe Mosaic Company ProjectRecruitment Campaigns Year2013 – 2017