Secil Portugal has launched a new cement communication campaign, in collaboration with White.

Under the motto “Where others see a work, we see the future”, the objective is to challenge the sector to imagine and explore what a city of the future will be like.

Through the use of images generated by artificial intelligence (AI), the idea is to bring us to a world where innovation, quality, and sustainability are the pillars of construction. Despite these transformations, it is shown that the use of cement continues to be a fundamental element.

In various advertising declensions, the characteristics of each range are highlighted, representing the foundations of the future city’s construction. The types of cement Maestro, Architek, Robustek, Lumen, and Supratek are the protagonists of the campaign, which showcases each of their characteristics.

Pedro Goulart Mendes, Marketing Director at Secil Portugal, describes White’s vision for this communication as “visually surprising and will have a significant impact on our target audience in various media”. He adds that “we will always strive to make the cities of the future, using Secil products, more sustainable and innovative”.

White’s Partner, Filipa Montalvão, states that for the agency it is “always very rewarding” to be able to use disruptive tools, such as AI, in partnership with companies like Secil: “We believe that the cities of the future, created to fulfill this brief, will be a source of inspiration for customers and society”, she asserts.