SightWalks (case study) - Cemento Sol, Unacem | Clapboard Ad Archive
SightWalks, launched by Cemento Sol in collaboration with Unacem and creative agencies Circus Grey Peru, Grey, and Grey Worldwide in 2024, represents a pioneering intervention in urban accessibility for visually impaired pedestrians through the innovative use of cement tiles embedded with tactile, numbered lines that enable users to identify and locate a variety of establishments by counting these lines with their walking sticks. First implemented in Lima’s Miraflores district, this campaign addresses a critical gap in public infrastructure by providing a direct, intuitive system where horizontal lines correspond to specific business categories—such as banks, grocery stores, hospitals, and bus stops—while vertical lines give directional cues, allowing users to independently navigate complex urban environments without assistance. Cemento Sol’s partnership with visually impaired associations across Peru was central to the project’s development, ensuring that the tiles meet real-world needs and usability standards, which lends the campaign authenticity and social relevance rarely matched in public utility initiatives. The campaign’s commercial, crafted by Circus Grey Peru, serves as a clear demonstration of the product’s functionality, adhering to Clapboard’s FORMAT#1 Demonstration classification by visually and narratively showing how the tactile system works rather than relying on abstract storytelling or celebrity endorsements. Beyond its functional design, Cemento Sol has taken the unusual step of making the SightWalks tile system copyright-free, effectively inviting cities, organizations, and individuals worldwide to replicate and scale the innovation, positioning the brand as a leader in socially responsible urban design and accessibility advocacy. This open-source approach expands the campaign’s impact beyond Peru, signaling a commitment to global inclusion and the democratization of urban mobility aids. Recognized with multiple prestigious awards—including the Cannes Lions Design Grand Prix, several Gold Lions in Outdoor, Brand Experience & Activation, Media, and Sustainable Development Goals, as well as Clio Health Awards and The One Show’s Health & Wellness Grand Prix—SightWalks stands out as a benchmark for how material innovation and thoughtful collaboration can transform public health and urban design sectors. The campaign’s 30,000-plus YouTube views further reflect meaningful engagement, underscoring the resonance of its message among stakeholders invested in inclusive infrastructure. Clapboard rates this campaign 88/100 in its global creative archive. SightWalks matters to the industry because it demonstrates that brand-led innovation in public utility can transcend commercial interests when it is grounded in genuine user collaboration and open accessibility, setting a new standard for social impact campaigns in the built environment.
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