DISRUPTIVE AMBIENT CAMPAIGN(Ingaruka)

We figured that the only way to achieve this is to do something unconventional that breaks the mould of how ads are done in Rwanda and how the sector as a whole communicates product benefits. We decided to create an out of home campaign that is path breaking and get people talking. We also decided

to take this campaign online. We decided to tell the story of the adverse effects of not using CIMERWA cement on your projects and literally illustrated these effects – with a wall mural. Then, we took this story to the online space to further extend the conversation around these adverse effects.