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Lafarge Brand Campaign

International brand Lafarge Cement has been around for 185 years but in South Africa for only 10 of those. As a relatively new kid on the block, the brand needed to build more local relevance and challenge the market leaders Afrisam and PPC. Given Lafarge’s wide variety of products, the company wanted to shift its reputation from just concrete to a solutions-based company.

The foundation of the campaign? Sustainable building and construction is a fundamental human need for our rapidly growing population. By evolving

the brand strategy and working with the global slogan ‘building better cities,’ the ‘Shape the Future’ campaign was born. The concept speaks to building the nation by providing progressive and innovative construction solutions for future generations.

Visually, strategic perspectives place the Lafarge ‘L’ iconography at the center of construction and development in SA. The idea was brought to life in various media including radio and print ads for relevant publications within the civil and building industry.


Click on the icon to listen to the Lafarge radio advert


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Gauteng – Johannesburg

Cayleigh Zambonini
Tel: 0861 199 494
Address: Ground Floor, South Block 
e-Travel House, 23 Eaton Avenue

Email: cayleigh@boomtown.co.za

Eastern Cape – Port Elizabeth

Delia Genis
Tel: 0861 199 494
Address: 1 Bridge Street
South End
Port Elizabeth

Email: delia@boomtown.co.za

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Port Elizabeth | Johannesburg | Cape Town