Holcim
In Latin America, 67% of cement is purchased by those with lower incomes who build their own homes.The challenge was to introduce Latin American home-builders, soccer fans,to Holcim, a Swiss cement company with a functional, cold approach.
We discovered the place where passion for soccer and cement meet: in the Grand Stands.
We created an integrated campaign asking Latin American amateur teams to share their story in our site. Those who demonstrates the biggest passion would win their own cement Grand Stand from Holcim.
We received more than 10.000 stories from all over Latin America creating buzz around a cement company during the 2014 World Cup year.
We are building grand stands in Mexico, Argentina, Colombia, Ecuador,El Salvador, Nicaragua and Costa Rica.