“Sightwalks” has won two major awards: one in the category of Abroad, in the large format subcategory; And another in the design category, for your Design of user experience. In addition, this campaign has also collected in design – the Platinum sunMaximum award of the festival chosen by the jury among all the great awards.
This is the work done by the agency Circus Gray for Sun cementbrand of UNACEM, and has had the participation of Communication, Llyc and Dinamo support.
In total, the campaign has received 7 trophies: the platinum sun; A Grand Prize and a Gold in Design; A Grand Prize and two Oros abroad, and a gold in activation and brand experience. In addition, it has a Shortlist in sustainable development.
“Silewalks”, by Circus Gray for Cement Sol (Peru)
The Peruvian Cement manufacturer launched a project aimed at expanding the podotactile pavement codes, A system that facilitates that people with visual disabilities be oriented and transitted through the streets. It is a basic language, which until recently only indicated to the blind people when you can walk straight, using straight lines, and when to stop, using circles.
But thanks to Cement Sol it has been expanded with more symbols and indications with the intention of Promote inclusion and autonomy of blind people. To do this, he worked in collaboration with the National Union of the Blind of Peru (UNCP), the association I am his eyes and the Center for the Blind Rehabilitation of Lima (COURS).
The result is a New tactile signage that uses the same line pattern as the universal system and helps identify the type of business that tiles have next to it. Thus, two horizontal lines in the tile indicates to the blind people that it is a podotactile pavement and that it can proceed to read the lines it contains.
Depending on the number of lines, it can be recognized if it is a restaurant, a hairdressing, a bank or a pharmacy, among others.
The Cement Sol initiative was implemented in the Miraflores district of Lima, and has been tested and validated by different associations of people with visual disabilities. In addition, with the intention of making the system accessible to everyone, The design and patent are for free and free use so that any authority, organization or person discharges and implements in your locality.
The campaign has been recognized internationally. Last year he collected the Grand Prix of Design in Cannes Lions, as well as a bronze lion in that same category. In addition, the work also took a gold lion, a silver lion and a bronze lion in the Outdoor category.
“We are very proud to receive these awards because it shows the commitment of Cemento Sol for building more inclusive and accessible cities. It is not just about improving infrastructure, but about creating more fair and equitable spaces for all“, explained Gabriel Barrio, commercial manager of UNACEM, in a statement.”With ‘Veredas that guide’, our goal is to inspire more districts and more cities around the world to join this campaign to promote the construction of a sustainable future”
The Sun 2025
El Sol 2025 Palmarés has distributed 214 awards Among this platinum sun, 8 big prizes, 55 golds, 72 silver, 78 bronzes.
The categories that have received the most trophies have been digital and mobile (35) and film (27); And by countries, Spain has led the contest with 130 awards, followed by Argentina (21), Mexico (16), United States (15), Peru (15) and Costa Rica (10).
Advertisers who have received more acknowledgments This year in the sun they have been Unilever, Ab Inbev, UNAMEC (Cemento Sol), Netflix, Yum! Brands (KFC), Pepsico, Cupra and Apple. For its part, PS21 I have remained chosen by the festival as an agency of the year after having collected a total of 21 soles, of which 4 have been gold, 11 silvers and 6 bronzes. This recognition has been awarded to the agency based on the awards obtained by its campaigns for brands such as KFC, Doritos or FC Barcelona.
