Currently all cement manufacturers shout about the same thing – strength. So people regard cement as a commodity and cannot understand why one should pay more for one brand over another. The truth is they are not all the same. Some are stronger than others, some are more porous than others and some are more flexible than others (who knew cement could be flexible right?).

Lafage is a premium cement with one of the biggest R&D centres in the world. By continuously testing and retesting they are using science to break new ground in the world of cement. They have carved themselves a personality of being "serious" cement.

The brief was to let the building trade know there is more to cement. 

Thus the message of... what's inside every bag of Lafage is not just a grey powdery material that goes hard and strong when mixed with water and sand, but also tons of science and technology, ultimately offering expertise and trust. We positioned Lafage cement as ‘Intelligent,’ reinforcing our new proposition of "The world's most advanced cement."

These are print ads for the trade.