Cement Europe – Cement Action Plan

The Brief

Cement Europe asked us to create an animation that would provide a clear, high-level overview of their Cement Action Plan advocacy priorities.

The animation needed to position Cement Europe as a solution-oriented partner for Europe’s climate, industrial and competitiveness agenda. 

The Approach

With the primary audience of EU policy makers, journalists and stakeholders in mind, we began by working with Cement Europe to develop a narrative that was confident, constructive and forward-looking. 

The script highlights the importance of cement for European infrastructure and autonomy, the core challenges the industry faces, and the policy enablers needed for a competitive industry that will drive net-zero by 2050.

We created a visual style inspired by the realistic photographic imagery of the Cement Europe brand, with scenes and settings that bring the essential nature of cement to the fore. We supported the narrative with animated key-text throughout, and easily recognisable iconography.