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Category
Products for Good
Annual ID
OS25_IP001G
Background
In Peru, the most common disability is visual impairment. Despite this, the government does not prioritize addressing this issue, leaving visually impaired individuals largely marginalized and without support.
On the other hand, Cemento Sol is a brand with over 100 years of history, committed to providing the best cement for all Peruvian families. This long-standing commitment to Peru drives the brand to improve the quality of life for everyone, offering solutions that make living experiences more inclusive and welcoming for each person, while contributing to the development of cities and the country. Cemento Sol firmly believes that quality construction, supported by the best cement, can positively transform the lives of all people, especially those most in need.
In line with the brand’s purpose, Cemento Sol aimed to provide a solution by transforming the city into a more inclusive and welcoming place for visually impaired individuals.
With a limited budget, we had to create the solution using what we had in abundance: cement.
On the other hand, Cemento Sol is a brand with over 100 years of history, committed to providing the best cement for all Peruvian families. This long-standing commitment to Peru drives the brand to improve the quality of life for everyone, offering solutions that make living experiences more inclusive and welcoming for each person, while contributing to the development of cities and the country. Cemento Sol firmly believes that quality construction, supported by the best cement, can positively transform the lives of all people, especially those most in need.
In line with the brand’s purpose, Cemento Sol aimed to provide a solution by transforming the city into a more inclusive and welcoming place for visually impaired individuals.
With a limited budget, we had to create the solution using what we had in abundance: cement.
Creative Idea
We designed a new tactile signage system to improve the existing one.
This is a novel vocabulary system that allows visually impaired individuals to identify the type of basic services or businesses in front of them simply by tapping the sidewalk with their cane.
Following the universal system's pattern, a horizontal bar on the sidewalk indicates a tile where vertical lines can be felt and counted. Each number of lines corresponds to a category of commercial venue.
For instance:
• If the person taps one line, there is a restaurant in front of them.
• Two lines indicate a bank.
• Three lines represent a grocery store.
• Four lines signify a drugstore, and so on.
These sidewalks have been implemented throughout Miraflores, the busiest district in the country. They enable blind individuals to locate their destinations without needing to ask for assistance, allowing them to navigate independently.
This is a novel vocabulary system that allows visually impaired individuals to identify the type of basic services or businesses in front of them simply by tapping the sidewalk with their cane.
Following the universal system's pattern, a horizontal bar on the sidewalk indicates a tile where vertical lines can be felt and counted. Each number of lines corresponds to a category of commercial venue.
For instance:
• If the person taps one line, there is a restaurant in front of them.
• Two lines indicate a bank.
• Three lines represent a grocery store.
• Four lines signify a drugstore, and so on.
These sidewalks have been implemented throughout Miraflores, the busiest district in the country. They enable blind individuals to locate their destinations without needing to ask for assistance, allowing them to navigate independently.
Insights & Strategy
The strategy was very simple. We had to create a system that helps blind people to move easily around the city, that also gives them independence and that can be very easy to learn and replicate in other cities.
Strategically, we had to implement it first in Miraflores, the most important and busiest city, and then extend the action to all other cities in the country.
Our audience was all the organizations for the blind that exist in the country and every person with visual impairment.
They organizations helped us to train all visually impaired people to learn how the new system works.
Strategically, we had to implement it first in Miraflores, the most important and busiest city, and then extend the action to all other cities in the country.
Our audience was all the organizations for the blind that exist in the country and every person with visual impairment.
They organizations helped us to train all visually impaired people to learn how the new system works.
Execution
The development of the entire project took almost 2 years and was designed with the active participation of people with visual disabilities who were always testing the execution to ensure that it would be user-friendly and functional.
First, a matrix model was made for each line number, and then they were mass-produced.
The sidewalks were then installed throughout the city in a period of two weeks.
The first stage of the implementation covered an area of 75,000 m2 throughout the central and busiest commercial area of the city.
The biggest organizations for visually impaired were trained to teach and provide information on the use of the new system.
Finally, they were inaugurated for the use of the city and for all its visitors.
It´s a large-scale project, which intends to transcend from a single city to all the large cities of the country.
First, a matrix model was made for each line number, and then they were mass-produced.
The sidewalks were then installed throughout the city in a period of two weeks.
The first stage of the implementation covered an area of 75,000 m2 throughout the central and busiest commercial area of the city.
The biggest organizations for visually impaired were trained to teach and provide information on the use of the new system.
Finally, they were inaugurated for the use of the city and for all its visitors.
It´s a large-scale project, which intends to transcend from a single city to all the large cities of the country.
Results
This initiative was a targeted, response-driven concept designed to engage a specific audience and build a connection with them. A real solution was provided for visually impaired individuals by understanding their needs, gathering insights from their experiences, and considering how the product could positively impact their daily lives.
The response was exceptional. This solution made a significant difference in the lives of visually impaired people. A low-tech innovation not only improved their lives but also created a unique brand experience for each person who encountered something that only a brand like Sol Cement could have developed.
The behavior change among visually impaired individuals was remarkable, and the overall sentiment was overwhelmingly positive. It is estimated that over 500,000 people will benefit from this initiative, with the potential for many more to be impacted in the future.
The project benefited people with visual impairments and resulted in a +2pp improvement in Top of Mind (TOM) and Preferred Brand metrics. The Sightwalks concept can be replicated in cities across the country and internationally. The designs and patents are open and free, helping millions of people worldwide.
Cemento Sol positioned itself as the brand building more inclusive, cement-based solutions for Peruvians. This project also sparked a broader conversation about the need for more inclusive cities in Peru.
Cemento Sol is committed to this initiative and will continue donating cement to install new tiles in districts joining the project. If a business relocates, the corresponding tile will be replaced, ensuring the system remains functional and relevant.
The response was exceptional. This solution made a significant difference in the lives of visually impaired people. A low-tech innovation not only improved their lives but also created a unique brand experience for each person who encountered something that only a brand like Sol Cement could have developed.
The behavior change among visually impaired individuals was remarkable, and the overall sentiment was overwhelmingly positive. It is estimated that over 500,000 people will benefit from this initiative, with the potential for many more to be impacted in the future.
The project benefited people with visual impairments and resulted in a +2pp improvement in Top of Mind (TOM) and Preferred Brand metrics. The Sightwalks concept can be replicated in cities across the country and internationally. The designs and patents are open and free, helping millions of people worldwide.
Cemento Sol positioned itself as the brand building more inclusive, cement-based solutions for Peruvians. This project also sparked a broader conversation about the need for more inclusive cities in Peru.
Cemento Sol is committed to this initiative and will continue donating cement to install new tiles in districts joining the project. If a business relocates, the corresponding tile will be replaced, ensuring the system remains functional and relevant.
2025 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Circus Grey Peru / Lima
Grey Global
Digital Agency
Apoyo Comunicación Peru / Lima
PR / Marketing Agency
LLYC LIMA / Lima
Client / Brand
UNACEM / Lima
Production Company
DINAMO / Lima
Canica / Lima
Punto Aparte / Lima
Rebeca Producciones / Lima
Music / Sound Production Company
Agosto Music & Sound Craft / Lima
Post Production Company
Nativo Post Production / Lima
Art Director
Daniel Muñoz
Francisco Ayras
Chief Creative Officer
Javier Campopiano
Manir Fadel
Charlie Tolmos
Piero Oliveri
Content Creator
Alessio Martinez
Creative Director
Luis Cusicanqui
Miguel Ucañan
Percy Rocha
Director
Alvaro Luque
Mario Angulo
Director of Photography
Didac Saez
Executive Creative Director
Andre Gola
Gonzalo Aste
Global Chief Creative Officer
Gabriel Schmitt
Executive Producer
Alejandro Noriega
Lucho Vargas
Maria Teresa Benvenuto
Vanessa Piaggio
Global Creative Partner
Diego Medvedocky
Senior Designer
Jose Bojorquez
3D Model
David Vega
Acccount Supervisor
Vanessa Graham
Account Director
Vanessa Ortega
Account Executive
Lorena Gomez
Yessica Ordoñez
Account Supervisor
Cynthia Salcedo
Lizzet Gonzales
Architectural and Designer Consultant
Luis Torres
Assistant Director
Ducelia Woll
Associate Marketing Manager
Claudia Rivero
Audio Post Producer
Charlie Garcia
BTL Company
DINAMO / Lima
CEO and Creative Chairman
Jose Luis Rivera y Pierola
Chief Executive Officer
Sandra Goicochea
Chief Executive Officer Peru
Daniel Titinger
Commercial Manager
Gabriel Barrio
Corporate Communication Manager
Maria Jimenez
Digital Coordinator
Maria Jose Peña
Digital Director
Estefanía Chumpitaz
Digital Project Consultant
Rubí Medina
Director of Corporate Communication
Diana Teran
General Account Director
Magaly Falla
Global Craft Partner
Costanza Rossi
Global Creative Reputation
Florencia Kessler
Global Head of Creative Excellence
Maru Sokolowski
Global Head of Creative Management
Emma Toneti
Global PM
Carolina Suarez
Global Producer
Emiliano Alvarenga
Global Sr. Creative Manager
Catrina Ramos
Head of Content
Rodrigo Castro
Head of Marketing
Maria Jose Arredondo
Head of Planning
Nicolas Rodriguez
Head of Production
Vanessa Gomez
Marketing Coordinator
Camila Acuña
Music director
Claudia Incio
Production Assistant
Gianella Bellido
Production director
Kathy Santillana
Production Supervisor
Beto Barzola
Eduardo Guerra
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