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 70-years celebration.
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, Glen Meier, Boomtown Strategic Director says, “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.
Boomtown partnered with local teams in Zambia, resulting in collaboration with a local activation company, a TV production company and local actors to produce a high-quality final product that is genuinely Zambian.
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