The "Sightwalks" campaign by Unacem, executed in partnership with Cemento Sol and the Miraflores District Municipality, centers on enhancing urban inclusivity for visually impaired individuals in Lima, Peru. The campaign’s core proposition is to deliver autonomy and independence through a tangible innovation—tactile sidewalk tiles embedded with a standardized signage system co-created with local visually impaired associations. This system enables users to navigate public spaces with confidence by identifying essential services through touch, addressing a critical gap in urban infrastructure where visually impaired people have historically depended on assistance. By adopting a user-centered, collaborative design approach involving industrial designers, engineers, and community representatives, the campaign underscores the brand's commitment to societal well-being beyond product promotion.
Strategically, the campaign leverages a social innovation insight—recognizing that visual impairment is Peru’s most common physical disability yet urban environments lack inclusive adaptations. The creative angle focuses on the tactile experience as a metaphorical translation of sight into touch, making autonomy accessible to a marginalized population. Targeting not only the visually impaired but also policymakers, urban planners, and the broader public, the campaign positions Unacem as a facilitator of social change through infrastructure development. The integration of training programs further deepens engagement by ensuring the system’s practical uptake, while open access to the design promotes scalability and long-term impact. This multifaceted approach situates the brand within a larger narrative of inclusive urban development, highlighting innovation driven by empathy and co-creation rather than conventional advertising.
FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits.
This campaign most closely fits the Demonstration format because it centers around showcasing a tangible, innovative solution: the installation and real-life use of tactile sidewalk tiles for visually impaired individuals. The narrative details how the system was developed, implemented, and applied in public spaces, with supporting testimonials and training sessions illustrating the practical benefits and step-by-step usage. Rather than dramatizing a story, using symbols, or contrasting the competition, the campaign’s primary creative device is to directly show—through real individuals and instructional components—how the new cement tile system improves autonomy and inclusion, emphasizing transparent functionality and concrete social impact.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Cementos Lima – Positioned as a leading cement provider committed to sustainable urban development in Peru, Cementos Lima focuses on eco-friendly production processes and community-driven infrastructure projects. Their strategic angle emphasizes environmental responsibility combined with strong support for social inclusion initiatives in public spaces.
2. Loma Negra – As one of the largest cement producers in Latin America, Loma Negra differentiates itself through innovation in construction materials and robust regional distribution. They leverage technology to enhance infrastructure durability while promoting socially impactful projects, particularly in urban and rural development.
3. Cementos Pacasmayo – Known for its comprehensive solutions in construction materials, Cementos Pacasmayo highlights a commitment to quality and accessibility across Peru. Their market positioning centers on partnering with local governments and organizations to foster inclusive public infrastructure with an emphasis on safety and resilience.
4. Holcim Perú – Holcim Perú positions itself as an industry leader combining global expertise with local knowledge to drive sustainable building practices. Their strategic approach prioritizes innovation in green construction and active participation in social impact and urban inclusion projects that improve community well-being.
5. Argos Perú – Argos Perú differentiates through its integration of cement, concrete, and construction services with a focus on urban modernization and infrastructure that supports accessibility. Their strategy includes collaborative community engagement and pioneering solutions that address public infrastructure challenges while enhancing quality of life.
Q: What is Sightwalks about?
A: Sightwalks is a 2023 public service campaign created by Circus Grey Peru for the brand Unacem. It focuses on enhancing urban inclusivity in Lima by installing a system of tactile sidewalk tiles in the Miraflores district. Developed in partnership with Cemento Sol and local visually impaired associations, the campaign introduces a standardized tactile signage system that enables visually impaired individuals to navigate independently by identifying essential services through touch. This initiative addresses a critical gap in urban infrastructure, promoting autonomy and accessibility for over half a million visually impaired people in Peru’s most visited district.
Q: What creative device does Sightwalks use?
A: Sightwalks employs the Demonstration format as classified by Clapboard’s 12-format taxonomy. This creative device directly shows how the tactile sidewalk tile system works and highlights its practical benefits. The campaign uses real-life applications, testimonials, and instructional elements to illustrate the innovation’s impact on autonomy and inclusion. Rather than relying on dramatization or symbolism, the campaign’s primary creative approach is transparent functionality, showcasing the product’s social value through clear, demonstrative storytelling.
Q: What is the campaign proposition for Sightwalks?
A: Sightwalks positions Unacem as a facilitator of social change by delivering autonomy and independence to visually impaired individuals through a tangible innovation. The campaign targets not only the visually impaired community but also policymakers, urban planners, and the general public, emphasizing the importance of inclusive urban development. By co-creating a tactile signage system with local associations and integrating training programs, Unacem underscores its commitment to societal well-being and scalable infrastructure solutions that address Peru’s most common physical disability.
Q: How does Sightwalks rank in Clapboard's archive?
A: The Sightwalks campaign holds a Clapboard Campaign Score of 74/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. It indicates the campaign’s effectiveness in delivering a socially impactful message through innovative design and collaborative development.
Q: Who are the competitors in Unacem's category?
A: Unacem’s competitors in the Peruvian cement and construction materials market include Cementos Lima, which emphasizes sustainable urban development and social inclusion initiatives; Loma Negra, known for innovation in construction materials and regional distribution; Cementos Pacasmayo, which focuses on quality, accessibility, and partnerships with local governments for inclusive infrastructure; Holcim Perú, combining global expertise with local knowledge to drive sustainable building and social impact projects; and Argos Perú, which integrates cement and construction services with a focus on urban modernization and accessibility solutions.
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