Severstal, together with the Braining Group agency, launched an advertising campaign for the employer's brand, in which real employees of the company became heroes of professional photography from a fashion photographer. Their portraits have appeared on advertising surfaces in 12 Russian cities, including Murmansk, Cherepovets, Orel and others.
Severstal employees took part in the filming — electric welders, turners, locksmiths, excavator machinists, metal painters and representatives of other professions. The employees were shown both in a normal work environment and engaging in their favorite hobbies: playing the guitar, drawing, cooking, motor sports and other hobbies. This is how Severstal wants to show the new positioning of the employer's brand, expressed in the slogan "Different people. One character", which emphasizes the unity of values and corporate spirit with all the diversity of the team. Sergey Klychikhin, a fashion photographer and author of Lumiere Gallery, who has worked with major brands in Russia and abroad, became the photographer of the campaign.
"For us, this advertising campaign is an important step in promoting our employer's value proposition and breaking stereotypes about working in metallurgy. Our employees became her heroes — strong, enthusiastic and extraordinary people who organically fit into the lens of a fashion photographer. We deliberately chose the "language" of fashion photography — bright, expressive, and at the same time very human-centered, to show that there is more attention to people in our industry than many expect. This is a project about long-term change, about combining our culture of leadership, striving for results and caring for employees. We create all the opportunities for their development — from sports and culture to volunteerism and social initiatives, proving that metallurgy is about a strong corporate culture and bright personalities," emphasizes Yana Belonozhkina, Head of the Brand Development Department of the employer Severstal.
By the end of 2024, Severstal has updated its employer brand, focusing on human-centricity. At the same time, the company, together with the Braining Group, shot an image video dedicated to the company's employees with different hobbies. The new video is being shown in cinemas of the Cinema Star network and other cinemas in 11 cities, including the regions of Severstal's presence.
All campaign materials are available via the link.
