CEMARK

Strategy
Creative Idea

In fall, 2021, CRH announced the rebranding of its cement business in Ukraine, but it needed more awareness. As a result, bags marked as Cemark started appearing on store shelves, confusing people about its meaning.

The Cemark team has approached us to reintroduce their brand and build a connection between their products and the trusted old plants that builders rely on. It's time to fix the situation, and we're ready to help.

During our meeting with the client, we discovered something quite thrilling: their brand aspires to be a strong foundation for those shaping our world. Their mission is to demonstrate the vital and responsible role of builders and to go above and beyond in showcasing the significance of the construction profession. This is especially important now, as the future of Ukraine literally depends on their contributions.

Cemark is a brand formed by the collaboration of three plants committed to providing consistent quality to the upcoming builders of Ukraine.

As we discussed the durability of the cement, we realized something important — the Ukrainian builders have an unbreakable spirit. We often criticize their mistakes but forget to acknowledge their exceptional work. Despite the war, these builders demonstrate remarkable resilience and accomplish incredible things. They are the true heroes at work.

Soon, they will face an even greater challenge — rebuilding the country. Construction workers like supervisors, masons, crane operators, plasterers, and painters will come together to work towards a better future. We believe they will bravely accept this challenge. Let's imagine what happens just before this great rebuilding effort begins.

Cemark will support the new heroes throughout their mission by providing essential materials whenever they need them. They have partnered with three large cement plants to ensure a constant supply of these materials.

Afterword

We value projects that are more than just about making sales and instead make us think about important things. We are constantly impressed by the hard work and dedication of our builders in Kharkiv as they carefully construct walls to replace the craters that once filled the area. We see the light shining through new windows as people return home. We want to share this light with those who will come after us and remind them of their importance.

Arriba! Creative Agency:

Max Burtsev — Creative Director;
Olya Burtseva — Account Director;
Lera Tkachenko — Account manager;
Yulia Nagorna — Art Director;
Yevhenii Babanin — Designer;
Nikita Barkov, Oleg Mysyagin — Strategists;
Dasha Starko, Alina Herasimchuk — Copywriters;
Pasha Itkin — Backstage & Retouch.