Switzerland's only raw material
Farner was commissioned by the Swiss cement industry to launch a national information and awareness campaign to highlight the fundamental importance of Swiss cement production.
Cement plays an extremely thankless role in everyday life. It is omnipresent, used and applied everywhere. It plays a vital role in every highly civilized society in the truest sense of the word, but it goes unnoticed. Farner developed a campaign idea for Cemsuisse, the Swiss cement industry association, that turns the tables conceptually: whatever you can imagine in Switzerland, cement makes it possible because it is so versatile. And cement is available exactly where it is needed. It is Switzerland's only real raw material, invisible but omnipresent and underestimated in its ecological importance. The campaign will run for two years. Advertisements, posters and the Schweizerzement. ch website will be flanked by other targeted communication measures to continuously raise awareness of the raw material and provide answers to the question of why cement in particular is so important to our everyday lives. pan
