ARI is a leader in the blast contracting and drilling industry in the Western United States. Their Blast Crews oversee large detonations at quarries, construction sites, and more. However, the job is far more complex than just pressing buttons and making things go “BOOM!” It requires intelligence and keen attention to detail. ARI needed help with two key challenges: attracting new recruits with the right talents and improving retention within existing crews.
We needed to understand the true life of an ARI Blaster, so we embedded with a Blast Crew to learn who they were and what they did. We discovered the human facets of a Blaster: a gritty outdoors person, an adrenaline junkie with a sharp eye for detail, and most of all, someone who really knows how to have fun.
For the “Grit Wanted” campaign, we focused on reminding Blasters how good they were at their jobs and showcasing the awe-inspiring nature of their work. We created a short film depicting the sheer grit required for the job—from the long hours to the toughness that’s etched into their knuckles.
We also highlighted the fun side—flying to and from blast sites on company jets, detonating explosives, and seizing opportunities to cut loose, such as when a Blast Crew recreated the “Safety Dance” music video by Men Without Hats.
These folks knew how to be safe, work hard, and have fun while blowing stuff up! Who wouldn’t want to be part of that team?
Our campaign, which focused on the authenticity of the job and the people doing it, not only fired up the people we filmed with but also attracted potential hires in a more intentional way than ever before. We didn’t turn the Blasters into caricatures for an ad—we simply showcased who they were through the lens of an outsider, challenging others to join the Blast Crew if they had what it takes: Grit Wanted.
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