Lafarge Zambia was recently awarded Most Creative Outdoor Advert and Most Creative TV Commercial (TVC) by the Zambia Institute of Marketing for its outdoor adverts and TVC created by Boomtown’s creative team.
The outdoor advertising campaign and heartwarming TVC were made to mark Lafarge Zambia’s 70th anniversary.
Outdoor with a difference
The outdoor advertising campaign highlighted the landmarks that Lafarge Zambia has helped to construct, such as the Kariba Dam and the University of Zambia – structures built for the people that ensure the on-going progress of Zambia.
Talking about the creative execution, our Strategic Director, Glen Meier said, “By using the line Building Dreams, we reference the dreams of Zambians. It gives Lafarge a greater purpose because, yes, they are constructing buildings, dams, monuments and houses, but all of these structures began as a dream in the mind of a Zambian. Once built, these dreams create a stronger, better Zambia, for future generations.”
A TVC with emotion
Using the same emotive trigger of building a better future, the TVC sees a grandfather reminiscing with his grandson, reinforcing the message that Lafarge cement is reliable, high-quality, and built on a foundation of 70 years within Zambia.
We partnered with local teams in Zambia, resulting in a collaboration with a local activation company, a TV production company and local actors to produce a high-quality final product that is genuinely Zambian. “The campaign messaging is especially important as Zambia is experiencing one of the fastest growth rates in terms of investment in cement capacity compared to the rest of the continent. We are proud to be a part of the role Lafarge plays in the continual development and prospering of a nation,” added Meier.