The Brief
Cement isn't an obvious social‑media star. Lafarge, a B2B, industrial business, faced a real challenge: making an unglamorous category feel genuinely cool. And the goal here wasn't product sales — it was employer branding. As part of an HR and recruitment push, Lafarge wanted to position itself as a modern, desirable brand to work for, which meant reaching a young audience and shifting how they saw a heavy‑industry company.
The Approach
The creative turned the company's most visible everyday asset into a canvas: its cement trucks. SushiVid ran a student truck‑design competition, inviting schools to paint Lafarge's trucks as colourful murals — an industrial fleet reimagined as public art, with a genuine CSR heart, as the winning school took the final prize. Influencers then each championed a mural they connected with, rallying their followers to vote for their favourite. Crucially, creators were chosen in part for their ties to a particular state or school, so the campaign felt local and personal rather than corporate.
The Execution
Each influencer highlighted a specific truck design and drove their community to vote — turning passive viewers into active participants with a stake in a school's win. The voting mechanic gave the campaign momentum and a reason to share, while the CSR angle (real schools, real prizes) gave it substance beyond a marketing stunt. An industrial brand suddenly had colour, competition and community attached to it.
The Results
The competition reached 996,000 people and generated 250,000 views — an unexpectedly wide, engaged consumer audience for a heavy‑industry brand, and exactly the kind of positive, modern visibility an employer‑branding push needs.
The Takeaway
Even the least “social” business has a story hiding in plain sight. For Lafarge it was the trucks — turned into art, tied to schools, and made votable. The lesson: find your unglamorous brand's most visible asset and give people a reason to take part (a vote, a cause, a local connection). Pair a genuine CSR mechanic with creators who have real community ties, and even a cement company can feel like somewhere you'd want to work.