Fortaleza is the name of a brand of cement that launched into the Mexican cement industry in 2012 after seven decades without a new player. The challenge for us was to find out how to get through to the buyers of bags of cement, in other words, the builders and bricklayers who had been used to buying the same brand for generations.
We started by sitting down and listening to them. We learnt about their commitment and tenacity. We understood that theirs is one of the hardest professions around and little appreciated by society. Theirs is a risky job, it’s hot working under the fierce sun, and they are usually far from their families but always thinking of how to improve their lives.
We convinced the company of one central idea: to believe in the strength of the builder and his ability to build a better future. The name Fortaleza means strength, toughness and fortitude in English. It doesn’t just refer to the cement’s resistence or its permanence, or the solidity of a building, but refers rather to the spiritual strength, the strength of character, the vigour and hope with which the builder works and progresses.
I had the opportunity to coordinate all the interaction between our Client and the Creative Team when we created the brand and with each of the following advertising campaigns where I supervised the filming production to ensure that the radio, TV and film spots expressed the Brand narrative according to the guidelines. You can see my work by following both links: https://vimeo.com/152613856 https://vimeo.com/133391623