This Is Home – Lafarge Zimbabwe 2021 | Clapboard Ad Archive

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This Is Home - Lafarge | Clapboard Ad Archive

Lafarge Zimbabwe’s This Is Home campaign, developed by Shift Engage and released in the real estate and construction sector in Year 2021, strategically positions the cement brand not as a transactional material supplier but as a foundational pillar of national identity and growth. With a narrative that elevates the everyday into the iconic, the campaign weaves Lafarge into the very story of Zimbabwe’s infrastructure — from cities and landmarks to residential homes and the roads that connect them — underscoring the company’s longstanding presence in the nation’s progress. By harnessing patriotic symbolism and emotionally evocative visual language, the TV commercial targets a broad audience unified by their pride in the country’s development, implicitly inviting viewers to see their own communities and aspirations reflected in the physical structures enabled by Lafarge’s cement. What Clapboard’s taxonomy would classify as FORMAT#9—Symbolize the Benefit, the creative approach sidesteps transactional rationales, testimonials, and direct product demonstration in favor of presenting cement as a metaphor for strength, unity, and continuity; the material itself becomes a stand-in for resilience and a promise of a better future. This technique distinguishes Lafarge’s positioning from competitors in a market where functional claims—such as durability, value, or cost-efficiency—typically dominate, leveraging emotive identification to build brand equity and association with national achievement. The agency’s choice of the film medium amplifies the campaign’s intent, allowing sweeping imagery of iconic infrastructure to serve as touchstones for a collective sense of home, further embedding Lafarge as both a constant and a catalyst in Zimbabwe’s ongoing transformation. The campaign earns 54/100 in Clapboard’s global creative archive. Though the work favors symbolism over overt persuasion, it stands as a key reference for brands in industrial and commodity categories seeking to move beyond product parity and claim cultural authorship within their markets.

Credits

Client

Lafarge

Agency

Shift Engage

Creative Director

Brett Mead

Category Mind Map

48%

The "This Is Home" campaign by Lafarge, launched in Zimbabwe in 2021, positions the brand as a foundational element in the nation's development, emphasizing its role in building critical infrastructure—from urban centers and landmark structures to roads and residential homes. The campaign’s core proposition underscores Lafarge Cement as more than a construction material provider; it situates the brand as integral to the country’s identity and growth, aligning its value with national pride and stability. Strategically, the campaign leverages a narrative approach that taps into patriotic sentiment, aiming to resonate with Zimbabweans by portraying Lafarge as embedded in the collective experience of home and community. By focusing on the tangible outcomes of the brand’s products—visible and enduring parts of the country’s landscape—the campaign connects with audiences who identify closely with the progress and preservation of their environment. This insight drives a creative angle that blends industry relevance with emotional storytelling, targeting a broad spectrum of viewers linked to infrastructure development, from homeowners to urban planners. The choice of a film medium further enables a compelling, visual narrative that personalizes the industrial contribution, reinforcing trust and loyalty towards Lafarge within a market where national reconstruction and development remain central themes.

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. The "This Is Home" campaign positions Lafarge Cement as foundational to Zimbabwe's progress by framing the brand as "part of the fabric of the nation." Instead of narrating a direct story, demonstrating problems, or leaning on testimonials, the campaign opts for a patriotic tribute that symbolically connects Lafarge’s cement products to the strength, unity, and growth of Zimbabwe itself. The description and language suggest that Lafarge’s contributions are not just material, but emblematic — cement becomes a metaphor for the nation’s permanence, progress, and pride. There is no indication of a problem/solution arc, explicit user imagery, or comparative structure; instead, the brand’s overwhelming positive influence is dramatized through symbolic association with Zimbabwe’s iconic infrastructure and identity — a classic case of symbolizing the benefit. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. PPC Zimbabwe – Market Positioning PPC Zimbabwe positions itself as a leading supplier of high-quality cement and building materials, emphasizing innovation and sustainability. It focuses on reliability and strong customer service to support Zimbabwe’s construction growth, particularly in urban and infrastructure projects, promoting durability and environmental responsibility in its products. 2. Lafarge Zimbabwe (local operations) – Market Positioning Although part of the global LafargeHolcim group, Lafarge Zimbabwe highlights its deep local integration and heritage, showcasing commitment to Zimbabwe’s development. It emphasizes product consistency, wide distribution, and partnerships with major construction players, positioning as the backbone of Zimbabwean infrastructure and residential building. 3. Sino Zimbabwe Cement (Sino Cement) – Market Positioning Sino Zimbabwe Cement leverages Chinese-backed efficiency and affordability, targeting cost-conscious customers and large-scale infrastructural projects. Its strategic edge lies in competitive pricing, rapid production capacity, and growing footprint in emerging urban markets, appealing to developers seeking cost-effective yet reliable cement solutions. 4. National Cement Company of Zimbabwe (NCCZ) – Market Positioning NCCZ differentiates through local manufacturing with a focus on supplying both residential and commercial construction sectors. It promotes strong community ties and economic empowerment by supporting local employment, positioning itself as a homegrown brand dedicated to Zimbabwe’s growth and infrastructural modernization. 5. Masvingo Cement – Market Positioning Masvingo Cement takes a regionalized approach, serving southern Zimbabwe with tailored logistics and localized service. It emphasizes product quality and steady supply to smaller towns and rural projects, positioning as a trusted and accessible brand for builders outside major urban centers, contributing to decentralized construction development.

Q: What is Lafarge Cement: This is Home about? A: Lafarge Cement: This is Home is a 2021 campaign created by Shift Engage for Lafarge in Zimbabwe, designed as a patriotic TV commercial that pays tribute to the brand’s role in shaping the nation’s infrastructure. The campaign highlights Lafarge’s contribution to building cities, iconic landmarks, roads, and residential homes, positioning the brand as an essential part of Zimbabwe’s development. Through a narrative-driven film, the campaign underscores Lafarge’s identity as a cornerstone of the country’s progress, targeting a broad audience from homeowners to urban planners and reinforcing its presence in the real estate and construction market. Q: What creative device does Lafarge Cement: This is Home use? A: Lafarge Cement: This is Home employs the Symbolize the Benefit format, classified as Format #9 in Clapboard’s 12-format taxonomy. This approach uses symbols and exaggerated visuals to represent the positive impact of Lafarge’s products, framing cement as a metaphor for Zimbabwe’s strength, unity, and growth. Rather than relying on testimonials, problem-solution narratives, or comparative demonstrations, the campaign dramatizes Lafarge’s foundational role through patriotic imagery and association with national infrastructure, making the brand’s influence both tangible and emblematic. Q: What is the campaign proposition for Lafarge Cement: This is Home? A: The campaign proposition for Lafarge Cement: This is Home positions Lafarge as a foundational element in Zimbabwe’s development, emphasizing its integral role in building critical infrastructure across urban centers, landmarks, roads, and homes. The brand message targets Zimbabweans with a narrative that aligns Lafarge with national pride, stability, and the collective experience of home and community. By focusing on the visible, lasting outcomes of its products, the campaign seeks to reinforce Lafarge’s identity as more than a supplier—presenting it as a partner in the nation’s ongoing growth and a symbol of progress within the real estate and construction sector. Q: How does Lafarge Cement: This is Home rank in Clapboard's archive? A: Lafarge Cement: This is Home holds a Clapboard Campaign Score of 54/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in Lafarge's category? A: In Zimbabwe’s cement and construction materials sector, Lafarge competes with several key players. PPC Zimbabwe is recognized for its focus on innovation, sustainability, and reliable service in urban and infrastructure projects. Sino Zimbabwe Cement leverages Chinese-backed efficiency and affordability, appealing to cost-conscious developers and large-scale projects. The National Cement Company of Zimbabwe emphasizes local manufacturing and community empowerment, positioning itself as a homegrown contributor to national modernization. Masvingo Cement targets southern Zimbabwe with regionalized logistics and service, ensuring accessibility and steady supply for rural and smaller town builders.