Heavy industry.
Light transportation.
How #PraktykiNaMetal bridged the gap between KGHM and young candidates.
Creative concept | Key Visual | Photo shoot | Copywriting | Job fair materials
Copper, silver, shale rock and…
first professional experiences
.
When KGHM invited us to create communication for its Summer Internship Program, we knew we didn’t want to build yet another campaign about “gaining experience in a dynamic environment.” Here, the material for a good story was practically within arm’s reach. Literally.
Client:
KGHM Polska Miedź S.A.
Completion date:
2025–2026
Scope of work:
Employer Branding, employer brand analysis, support for image and recruitment activities
How do you make an internship not look like any other?
Programs aimed at students compete not only through their offer, but also for young people’s attention. And in this category, it’s very easy to fall into a communication pattern: growth, experience, learning opportunities, a good career start. At KGHM, all of these things are true. Our task was to find a language of its own for them.
We wanted to show that an internship can be the beginning of something bigger – a first step in an organization full of people ready to share their knowledge, some of whom started their own path with an internship.
KGHM is a huge, recognizable and serious organization from the industrial sector. We wanted to preserve that strength while showing young candidates that the brand can speak to them with more ease and, at times… wink at them.
We mined the idea from what KGHM has closest at hand
.
Instead of looking for a metaphor far from the client’s business, we reached right into the core of it. That’s how the tagline #InternshipsInMetal was born. It connected two worlds. On one hand, it referred directly to KGHM’s industry; on the other, it spoke about an internship that could truly be a great start to a career. But we didn’t stop at the tagline alone.
KGHM PRODUCTS TOOK THE LEADING ROLE
We invited KGHM employees to the photo shoot, and instead of neutral props, we put in their hands what’s genuinely characteristic of the company: copper, silver, copper concentrate, and other materials tied to the organization’s operations. This meant the product wasn’t just an add-on to the campaign — it became part of the story.
Each character was paired with a slogan using industry language and referencing what a candidate might find during the internship. Wordplay let us talk about growth, knowledge, and opportunity without repeating the messages known from hundreds of recruitment campaigns.
A BIT OF GRAVITAS WITH A DASH OF LEVITY
On top of that: vests, helmets, and characteristic elements of the work environment. Instead of building only a serious image of a large organization, we also used them to create lighter, more direct communication. Because industry doesn’t have to mean industrial language.
KGHM could remain KGHM – a brand of enormous scale and significance – while also showing candidates its more human side.
One idea,
many touchpoints
.
We designed the concept so it wouldn’t end its life in a single post. #InternshipsInMetal had to work everywhere a candidate might encounter KGHM – including off-screen. That’s why, alongside social media graphics, internal communication materials, and roll-ups, we also prepared special vests (gold and silver) for the team representing KGHM at job fairs. They tied into the brand’s world and the whole creative concept, while also serving a very practical purpose: making KGHM’s representatives and the stand itself stand out among many employers competing for attention.
This way, the campaign stepped out of the digital space and became part of a direct brand experience – from the first glance at the stand all the way to the conversation with an employee.
What did we manage to bring out?
A distinctive language for the program
#InternshipsInMetal created its own communication code for the internship program. Instead of universal slogans about growth – a language that could truly belong to KGHM.
The industry became the creative asset
Minerals, raw materials, and the company’s industrial character weren’t something that needed to be “made more attractive.” That’s exactly what we built the idea from.
Real people instead of stock-photo interns
KGHM employees became the faces of the shoot. This meant that behind the messaging about growth opportunities stood people who genuinely know the organization and can pass their knowledge on.
A serious brand showed its lighter side
The wordplay and the way KGHM’s characteristic elements were used shortened the distance to a younger audience without stripping the brand of its scale and professionalism.
From the first day of the internship to the first career step
The communication didn’t reduce the program to a few weeks of gaining experience. It presented the internship as a chance to get to know the organization, learn from experienced people, and bring out one’s own potential.
The concept went beyond the screen
#InternshipsInMetal wasn’t just a theme for the digital campaign. Thanks to the job-fair materials and the characteristic vests, the concept also appeared in direct contact with candidates, helping KGHM stand out in a space full of competing employers.
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