Camel Cement is one of the top trustable cement brands in Cambodia. However, cement isn’t a product that is easy to showcase its benefits as most cement products share the same ingredients. The client wanted to remind people that the core of cement should be its strength before highlighting other factors.
As cement itself isn’t an attractive product, we built a story around it to attract viewers to understand its benefits. We chose top participants from bodybuilding competitions and used their combined strength as a comparison to the molecules that strongly hold cement molecules together.