The Royal Mint

The United Kingdom's oldest company and the official maker of British coins, The Royal Mint has an illustrious history dating back to the year 886 and the reign of Henry VII. Today, The Royal Mint is the world's leading export mint and a global leader in precious metals.

The brief

Reinventing The Royal Mint as the home of precious metals and future leader in the circular economy.

We worked with long-standing client The Royal Mint to help it announce pioneering new technology which enables it to recover and recycle gold and other precious metals from discarded electronic devices such as mobile phones and laptops.

Our challenge was to bring the story to life and highlight its vast potential in priority national, international and specialist media.

The approach

High impact, bold visuals, and a COP26 runway.

The technology represents a significant milestone in The Royal Mint’s reinvention which will provide a source of high-quality, sustainable precious metals while offering a solution to the growing challenge posed by electronic waste, the world’s fastest-growing waste stream.

In response, we developed a high impact media strategy leveraging the media cycle in the lead up to COP26. We then complemented this with bold and striking visual assets including B-Roll of the technology in action to drive more interest.

The outcome

Helping to lay the foundations for reinvention.

In a crowded news week, the announcement generated over 500 pieces of coverage across national and international broadcast, print, online and industry trade press. Coverage captured the scale of The Royal Mint’s ambition and the potential of the technology to reduce the impact of electronic waste, preserve precious commodities and forge important new skills.

Crucially, it also helped lay the foundation for The Royal Mint’s reinvention as the home of precious metals in the UK and a future leader in the circular economy.

More work