Most brands respond to social issues with campaigns. Cemento Sol responded with cement. Developed alongside creative agency Circus Grey Peru, Sightwalks introduced a new layer of information into existing sidewalk infrastructure, one designed entirely for the visually impaired. No app. No device. Just the ground beneath their feet.
Tactile paving has guided visually impaired pedestrians for decades. But the existing system only tells people where to walk — never what surrounds them. Sightwalks changed that with a coded line pattern embedded directly into sidewalk tiles. Two lines for a bank. Three for a grocery store. Four for a pharmacy. Vertical markers indicate which side of the street the establishment sits on. A guide cane does the rest.
The system was developed in close partnership with visually impaired organizations across Peru, who tested every tile and validated every line before a single one was laid. Cemento Sol and Circus Grey Peru then made the designs and patents fully open source — free for any city or authority in the world to adopt.
A Standard, Not a Campaign
The results are difficult to ignore. The implemented area has surpassed 75,000 square metres, reaching over 500,000 visually impaired people. At Cannes Lions 2024, Sightwalks took a Grand Prix, four Gold, two Silver, and one Bronze Lion. The London International Awards that year brought another Grand Prix, six Gold, three Silver, and one Bronze. In 2025, the One Show Grand Prix followed, with nine Gold and four Silver, alongside recognition at Clio, D&AD, El Sol, and ANDYs.
Visual impairment is one of the more common disabilities in Peru. Rather than treating it as a one-off campaign message, Cemento Sol addressed it through infrastructure — using its core material, cement, to solve a real urban problem. The product and the purpose were always the same thing. The tiles remain. So does their impact.
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