ADVERTISING

Unacem

Sightwalks

Agency: Circus Grey Peru

Description

Circus Grey Peru joined forces with Cemento Sol and the Miraflores District Municipality to revamp the sidewalks in Lima municipality by installing a system of tactile tiles. These tiles enable visually impaired individuals to navigate with complete autonomy. It's an innovative system developed and co-created with associations dedicated to the visually impaired in Peru, expanding on and improving the existing signage system present in major cities worldwide.

In Peru, visual impairment is the most prevalent physical disability. However, the lack of inclusive urban development forces those affected to rely on constant assistance to locate basic services and nearby businesses. Thanks to the development and implementation of this new urban signage system, visually impaired individuals navigating the Miraflores district now have a simple system of signs installed on cement tiles along the sidewalks. This system helps them identify essential services and places like restaurants, banks, convenience stores, or pharmacies by touching the tiles and counting the lines with their canes. This marks a significant change that permanently improves mobility in one of Lima's most important districts, the most visited by tourists, providing greater independence and autonomy to this population and making the Peruvian capital a more inclusive city.

Carlos Canales, the mayor of Miraflores, commented on the project: "With this initiative, we continue the work started 20 years ago to make Miraflores more inclusive. We aim to remain the most inclusive district in Peru, based on the support and policies of our administration to include people with disabilities and provide solutions. Thanks to Cemento Sol, who approached us some time ago, this project is now a reality."

To create a system that both standardizes and expands on universal urban signage for the visually impaired worldwide, the idea was developed in collaboration with representatives from organizations for the visually impaired in Peru. The goal was to co-create signs, prioritize the most frequented businesses, and conduct various tests. The process lasted nearly two years, involving industrial designers and engineers responsible for molding and implementation.

"This project not only aligns with the Sol brand's purpose but also demonstrates a genuine commitment to inclusion and improving the quality of life for visually impaired individuals. Developing the project took almost two years, with a continuous iteration process. Each stage was crucial to ensure the system's effectiveness, from the initial prototypes to the final tests. The collaborative, multidisciplinary, co-creation work with the country's leading associations for the visually impaired, industrial designers, and engineers is noteworthy. This is an example of how creativity, innovation, and design can significantly contribute to societal well-being," emphasized Piero Oliveri, CCO of Circus Grey.

Simultaneously, to ensure universal access to the autonomy the project aims for, training sessions were conducted in 2023. These sessions taught participants to recognize and use the new signaling system in locations of major organizations for visually impaired individuals in Peru. The training included talks and practical tests to familiarize participants with the new tactile tiles, braille brochures, and instructional audio.

"I feel proud and happy to have more accessible streets, and hopefully, this project can continue to be implemented elsewhere to enhance inclusion. This allows us to highlight the importance and value of tactile lines. For us, these tiles are not just any lines; they have a significance that allows us to replace sight with touch," highlighted Rubén Goicochea, president of the National Union of the Blind in Peru.

The project benefits over 500,000 visually impaired individuals, with over 75,000 square meters already implemented in the streets of Miraflores. The goal is to expand to different districts in Lima and other cities worldwide. The design and patent for implementation are open and free to use, available on the Cemento Sol website www.cementosol.com.pe.

This professional campaign titled 'Sightwalks' was published in Peru in December, 2023. It was created for the brand: Unacem, by ad agency: Circus Grey Peru. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted 4 months ago.

Credits

CREDITS:
Title: Sightwalks
Client: UNACEM
Agency: CIRCUS GREY
Global Chief Creative Officer: Gabriel Schmitt
Presidente & CCO Grey Latam: Diego Medvedocky
Global Head of Creative Excellence: Maru Sokolowski
Chief Reputation Officer Grey Latam: Florencia Kessler
Creative Chairman & CEO: José Rivera y Piérola
Chief Creative Officer (CCO): Charlie Tolmos / Piero Oliveri
Executive Creative Director (ECD): Gonzalo Aste
Creative Directors: Percy Rocha / Miguel Ucañán
Head of Content: Rodrigo Castro
Account Director: Vanessa Ortega
Account Supervisor: Lizet Gonzales / Vanessa Graham
Account Executive: Lorena Gómez / Yessica Ordoñez
Head of Production: Vanessa Gómez
Production Director: Kathy Santillana
Experience Agency: DINAMO
Chief Executive Officer: Sandra Goicochea
Account Supervisor: Cynthia Salcedo
Account Executive: Mariana Castro
Architectural and Designer Consultant: Luis Torres
Production Company: REBECA
Director: Mario Angulo
Assistant Director: Ducelia Woll
Executive Producer: Alejandro Noriega
Production Supervisor: Eduardo Guerra / Pierina Ravizza
Production Assistant: Gianella Bellido / Camila García
Director of Photography (Training Sessions): Didac Saez
Production Company 2: PUNTO APARTE
Camera 1: Mario Bertocchi
Camera 2: Alonso Gutiérrez
Executive Producer: Lucho Vargas
Production Assistant: Ana Pau Quintana
Editor & Post Producer: José Pacheco
3D: MIDAS ART David Vega
Audio Company: Agosto Music & Sound Craft
Music Director: Claudia Incio
UNACEM:
Commercial Manager: Gabriel Barrio
Marketing Manager: Claudia Rivero
Marketing Director: Maria José Arredondo
Marketing Coordinator: Camila Acuña
Trade Marketing: Fátima Armacanqui

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