Cemark cement brand

Arriba! creative agency from Kharkiv, together with the cement brand Cemark, has launched an advertising campaign that highlights the unshakeable resilience of Ukrainian builders’ spirit. Through their collaborative efforts, they’ve crafted a message that turns the cement brand Cemark (which united three cement plants in 2021) into a symbol of strength and confidence for the future.

In 2021, CRH rebranded its Ukrainian cement business as Cemark, but awareness needed to be improved. This led to confusion as Cemark-labeled bags appeared on shelves. During client meetings, we found something exciting: their brand aims to be a solid foundation for those shaping our world. They want to highlight the essential role of builders and emphasize the importance of the construction profession, which is crucial for Ukraine’s future. Discussing cement durability, we found a crucial truth: Ukrainian builders have unbreakable spirits. Amid war, their resilience and achievements shine. Now, as they rebuild the country, from supervisors to painters, they’re true heroes shaping a better future. Imagine the moment before this huge rebuilding effort starts. That’s what we’ve shown in the advertising. Cemark will support the new heroes throughout their mission by providing essential materials whenever they need them.