Filling a gap in the market for Cemex

Sometimes the only way to bring an idea to life is by getting your hands dirty. In this recent campaign for Cemex’s low density concrete, Porofoam, we did just that.

We wanted to put the product name centre stage, so after some testing in the studio (mixing concrete isn’t as easy as it sounds!) Cemex created the full alphabet using the actual Porofoam mix. We ended up with a series of rock solid letters, each with its own unique texture. Then it was into the photography studio to shoot them, ready to be used as part of the wider campaign.

As the only low density concrete delivered ready to place, we tapped into the product’s unique USP; Nothing fills like Porofoam. Using the letters to fill up different sized voids helped bring the concept to life visually.

The full rollout included print and digital adverts, emails, a mini brochure, website landing page and technical datasheet.