EULA and Cement Europe – Production Process

The Brief

Cement Europe and The European Lime Association (EuLA) asked us to work with them to create a policy animation that explains the common challenges that face their hard-to-abate sectors when working towards decarbonisation and the enabling factors that are needed along the entire value chain. 

The Approach

Working with two organisations in partnership involves carefully combining both the messaging and the brand styles in order to create a cohesive and effective final video.

During the script writing process, the expertise and guidance of the teams at EuLA and Cement Europe was invaluable, ensuring we were able to draw out the themes common to both lime and cement production in the narrative. The commitment that both sectors have to decarbonisation was clear during our briefing, and this together with the powerful statistic that over 60% of their emissions come from unavoidable process reactions, not from fuel use,

made for a strong opening for the animation script. From here we followed a natural narrative flow to explain the challenges and enabling factors needed throughout the production process – from the quarry, through production, calcination and finally to product use.

We wanted to make sure that both the Cement Europe and EuLA brands were visible and recognisable in the visual style for the animation. This meant combining their brand palettes – and we found that the blue and green of EuLA’s brand worked well with the beige of Cement Europe, with the latter’s maroon working well as an accent colour for some key scenes. We chose an entirely new font for the animation to avoid prioritising one brand over the other. Working from this base, we created clean, bold visuals that effectively bring the policy messaging to life.