Cemento Sol’s "SightWalks" campaign introduces an innovative, practical solution designed to improve urban navigation for visually impaired pedestrians. By embedding numbered lines into cement tiles, the campaign offers a tactile guide that helps users identify and locate nearby businesses independently, enhancing their mobility and access in public spaces. This initiative highlights Cemento Sol’s commitment to social utility and public interest through a thoughtful design that directly addresses a specific accessibility challenge.
The market strategy centers on deep collaboration with visually impaired associations to ensure the product meets genuine user needs, reinforcing the campaign’s authenticity and relevance. Targeting both visually impaired individuals and the wider community that supports inclusive infrastructure, the campaign leverages an experiential and design-driven approach to demonstrate the tiles’ functionality, using tactile cues familiar to the target audience. By making the design copyright-free, Cemento Sol adopts an open-source model that encourages widespread adoption beyond its initial geographic market, positioning the brand as a leader in socially responsible innovation. The accompanying commercial, developed with Circus Grey Peru, communicates the system’s clarity and usability, reinforcing the emotional and practical value of independence for the visually impaired. This strategic blend of user-centric design, collaborative validation, open dissemination, and clear experiential storytelling effectively connects with stakeholders across public health, urban development, and social inclusion sectors, elevating Cemento Sol’s role beyond a traditional cement producer to a catalyst for accessible urban environments.
FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits.
This campaign most closely aligns with the Demonstration format, as it centers on visually and narratively illustrating how the "SightWalks" cement tiles function for visually impaired users. The case study and commercial explicitly showcase the mechanism—how counting the tactile lines enables users to identify different business types and navigate urban spaces. There is no overt storytelling arc, symbolic analogy, or celebrity presence; instead, the core creative device is a direct, practical demonstration of the innovation’s real-world usage and tangible benefits for the target audience.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Cemex Perú – Positioned as a leading cement and construction materials supplier, Cemex emphasizes sustainable urban development and community-focused infrastructure projects, investing heavily in eco-friendly solutions and social responsibility initiatives, including accessibility in public spaces.
2. Holcim Perú – Known for innovation in building materials, Holcim integrates advanced sustainability practices and smart city concepts into its products, promoting inclusive infrastructure that benefits vulnerable populations and supports public utility improvements in Peruvian cities.
3. Sika Perú – Differentiates itself through specialized construction chemicals and services aimed at enhancing durability and safety in public works, with a keen focus on projects that improve urban health and accessibility environments.
4. Grupo Gloria – Operating across cement and building materials, Grupo Gloria leverages a strong manufacturing and distribution network to support large-scale public utility initiatives, emphasizing community welfare and infrastructural inclusivity in its corporate social responsibility efforts.
5. AASA (Asphaltos y Asfaltos S.A.) – While primarily an asphalt and paving company, AASA competes in public infrastructure by providing essential materials for accessible roadways and sidewalks, positioning itself as a key contributor to the development of inclusive and safe public environments in Peru.
Q: What is SightWalks (case study) about?
A: SightWalks (case study) is a 2024 campaign by Cemento Sol and Unacem, developed with Circus Grey Peru, Grey, and Grey Worldwide, aimed at improving urban navigation for visually impaired pedestrians. The campaign introduces innovative cement tiles called Sidewalks to See, featuring numbered tactile lines that help users identify nearby businesses such as banks, grocery stores, hospitals, and bus stops by counting lines with their walking sticks. Initially implemented in Lima’s Miraflores district, the project was developed in close collaboration with visually impaired associations to ensure functionality and user relevance, enhancing independence and mobility in public spaces.
Q: What creative device does SightWalks (case study) use?
A: SightWalks (case study) employs the Demonstration format as classified by Clapboard’s 12-format taxonomy. This creative device directly shows how the product works by visually and narratively illustrating the tactile tile system’s functionality for visually impaired users. The campaign’s commercial explicitly demonstrates how counting horizontal lines identifies business types while vertical lines provide directional cues. This straightforward, practical demonstration focuses on real-world usage and tangible benefits without relying on storytelling arcs, symbolism, or celebrity endorsements.
Q: What is the campaign proposition for SightWalks (case study)?
A: The campaign proposition for SightWalks (case study) positions Cemento Sol as a socially responsible innovator committed to enhancing urban accessibility for visually impaired individuals. By offering a tactile guide embedded in cement tiles, the brand addresses a specific mobility challenge, targeting visually impaired pedestrians and the broader community supporting inclusive infrastructure. The open-source approach, making the tile design copyright-free, encourages widespread adoption beyond Peru, reinforcing Cemento Sol’s role in promoting public health, social inclusion, and practical urban navigation solutions within the public service and utility market category.
Q: How does SightWalks (case study) rank in Clapboard's archive?
A: SightWalks (case study) holds a Clapboard Campaign Score of 88/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating acknowledges the campaign’s innovative design, strategic collaboration, and social impact in improving accessibility for visually impaired pedestrians.
Q: Who are the competitors in Cemento Sol's category?
A: Cemento Sol competes with several key players in Peru’s cement and construction materials market. Cemex Perú focuses on sustainable urban development and community infrastructure with an emphasis on eco-friendly and accessible public spaces. Holcim Perú leads innovation in building materials, integrating smart city concepts and inclusive infrastructure for vulnerable populations. Sika Perú specializes in construction chemicals aimed at enhancing durability and safety in public health and accessibility projects. Grupo Gloria leverages a strong manufacturing and distribution network to support large-scale public utility initiatives emphasizing community welfare. AASA, primarily an asphalt and paving company, contributes essential materials for accessible roadways and sidewalks, positioning itself as a key player in developing inclusive public environments.
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