Challenge

Teck is among the most progressive and respected mining companies in the world, recognized internationally as the top mining company on Dow’s sustainability index, the top company on Sustainalytics’ rankings, and one of the top five companies on the MSEI. And yet, because of the industry it works in, Teck faces an uphill battle when it comes to managing its reputation. The company wanted to show the world that it’s leading the resources industry into a sustainable future. But would anyone listen?

Insight

Knowing that the minerals and metals they mine are critical to the high-tech solutions needed to get to net-zero carbon emissions – wind turbines and electric motors for example – McM realized there was an opportunity to emphasize how Teck is more than a typical mining company: it’s a company that thinks and acts like a tech company, where innovation is key to meeting sustainability goals.

Solution

We wanted to differentiate Teck in a way that is natural, credible, and, most importantly, could never be adopted by anyone else. And lucky for us, the perfect double entendre was right there in front of our eyes. Sustainable tech = Sustainable Teck.