![](https://cdn.myportfolio.com/2eb6b608-ce98-40c0-b65f-bc72b1d3f519/36c1756b-8fb4-4bfd-9dc2-74db2eedbd0b_rw_1920.png?h=f5fda7fe73d7cab98f9fe983bcfebd3f)
https://thewowjournal.com/wowcasestudies/lasting-cement-print-campaign/
Article details
Lafarge is one of the largest cement producers with branches across the world, in Egypt, it embarked on a print campaign that enforced its cement as a leader that lasts centuries, generations and lasting beyond threats.
What Wowed Me & made this Ad successful?
The Ad had strong product comparison to animals with strong exo-shields and the one that stood out the most for me was the tortoiseshell cement adaption that to my perspective shows :
1. How strong the Lafarge cement lasts since a tortoiseshell is a strong material that protects the tortoise from external attacks.
2. Lafarge Cements lasts a lifetime and outlives us and grows together with us, and this is clearly seen that a tortoise grows together with its shell and share lots of memories together but eventually when it dies, it lives it behind.
So, I believe this ad has the ability to spark imagination and appreciation of the quality of the Lafarge product range, in this case, the cement.
Credits:
Advertising Agency: Digitology,Cairo ,Egypt
Art Director: Mohamed Abd Elwahed
Art Director: Mohamed Abd Elwahed
![](https://cdn.myportfolio.com/2eb6b608-ce98-40c0-b65f-bc72b1d3f519/fb717ad2-714c-4f95-833a-3ad7a1d47f68_rw_600.png?h=298baa17a0366f6cccc4e634c2d3ddcf)