Adapt the Australian “Think Big” advertising campaign for parts of the world that aren’t familiar with who BHP is or what they do.

The campaign is an ode to what Big Thinkers can create when they use the resources BHP mines. It centers on unexpected photographs of iconic structures such as the Statue of Liberty, the Golden Gate Bridge and the Chrysler Building.

We rolled out the U.S. campaign to both the UK and Asia. So it seems to be working.