The Brief
Lafarge wanted to build consumer-facing brand awareness for a business that's typically B2B and industrial, without an obvious consumer entry point.
The Approach
SushiVid ran a student truck-design competition, inviting participants to turn Lafarge's cement trucks into colourful works of art — giving an industrial fleet a creative, shareable angle.
The Results
The competition reached 996,000 people and generated 250,000 views, giving an industrial brand an unexpectedly wide and engaged consumer audience.