500 Tonnes Light
Anglo American had built a world first: a 500-tonne hydrogen-powered mining truck and a powerful proof point for its commitment to net zero. The communications challenge was to make a highly technical innovation relevant far beyond the mining sector.
Our solution: Turn the sheer scale of the truck into the idea itself, and use it to start a much bigger conversation about hydrogen, the Just Energy Transition and South Africa's role in the green economy.
The Challenge
Making a heavy topic feel light.
Hydrogen, decarbonisation and mining's role in the energy transition can easily become an academic or technical debate. We needed a simple idea that could cut through.
The answer was 500 Tonnes Light. The world's largest hydrogen-powered vehicle was 500 tonnes, but light on emissions, light on the environment and powered by the lightest element on earth. A complex sustainability story suddenly had a memorable creative hook.
The Challenge
Putting leadership in the driving seat.
Razor built the launch around earned media, thought leadership, stakeholder engagement and live experience. This included a Business Day Hydrogen Roundtable, broadcast and livestream content, an immersive digital experience and the launch at Mogalakwena.
President Cyril Ramaphosa and Minister Gwede Mantashe experienced the prototype first-hand, helping move the story beyond a technology launch and into a national conversation about the hydrogen economy, economic growth and the Just Energy Transition.
The Challenge
Proof of concept became proof of real change.
The ambition was bigger than coverage. We needed to build trust in Anglo American's role in the transition and show how mining could help unlock new industries, skills and jobs while reducing emissions.
The launch delivered global attention, strong positive sentiment and heavyweight third-party endorsement. It also helped position Anglo American as a credible voice in the hydrogen economy - turning a single prototype into a much broader conversation about the future of mining.