By Andrew Snow

When a group of us from R&R Partners went on a trip to Elko, Nevada, to create a video highlighting Barrick Gold Corp., it didn’t take long for us to realize the similarities.

On the surface, you wouldn’t think that an ad agency and one of the world’s leading mining companies would share much in common. But the deeper we got into this particular project, the more this symmetry became apparent.

After all, in this case, we were the ones doing all the digging – interviewing a range of Barrick employees, and in a sense, “mining” for information, personality, and anything else we could use to represent our client and help their brand.

Elko was the appropriate setting, too – a small rural town more than 400 miles from Las Vegas and nearly 300 away from Reno, the Silver State’s most populous cities.

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Our crew, which included myself, Videographer Jordan Oliver, Brand Manager Toni Niccoli and Government and Public Affairs Deputy Director Charlie Bradley, also discovered another welcome commonality we shared with Barrick staffers: Passion. These guys care deeply about what they do, and it was our job to make sure people know that.

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To enhance their stories, we conducted off-site interviews at local organizations in which Barrick is a contributor. We visited the Elko Boys & Girls Club, Elko Senior Center, and shot unique content all over town – from the Goldstrike Open Pit, to a mill, a lab, and more.

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At Cortez Underground, we even got to check out a real monster truck – a Leibherr. an off-highway, rigid-frame, two-axle highwayultra class, rigid frame, two-axle powertrain haul truck. This beast could eat Hummers like M&Ms.

Extracting both a locals’ perspective and a sense of community involvement and partnerships were key takeaways for us on this strategic mining excursion. Since Barrick’s existing videos touched more on the operational side of their business, we felt it was paramount to tell the stories of these miners and what makes them so passionate about their job and brand.

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The finished product will be visible on Barrick’s social channels in the coming months, and hopefully, we will have helped others to see Barrick in a whole new light.