Tactile paving has been part of urban infrastructure for decades. The standard system uses textured ground surfaces to help visually impaired people navigate pavements and crossings. Cemento Sol Sightwalks extends that system to carry destination information — something the existing format does not address.

How the Cemento Sol Sightwalks System Works

The tiles use a coded line pattern. Horizontal lines indicate the category of the adjacent establishment: two lines for a bank, three for a grocery store, four for a pharmacy. Vertical markers above and below those lines indicate which side of the street the venue is on. A person using a guide cane counts the lines and gets the information directly from the ground.

According to Circus Grey Peru, the system was developed in close collaboration with visually impaired organizations across Peru. Those groups were involved throughout — testing the tiles, validating the tactile vocabulary, and confirming usability in real urban conditions. The first implementation was in the Miraflores district of Lima.

The project addresses a gap that the standard tactile paving system leaves open. Existing infrastructure helps people move through space but offers no information about what occupies that space. Sightwalks is designed to fill that gap with a low-tech approach that requires no digital components.

Open Source by Design

Cemento Sol and Circus Grey Peru released the tile designs and patents as open source. Any city, municipal authority, or organization can adopt and replicate the system at no cost. As Designboom reported, the project is positioned as a model that other cities and countries can apply directly.

Gabriel Barrio, Commercial Manager at Sol Cement / UNACEM, stated that the idea had unanimous internal support from the moment it was presented. He described Sightwalks as a project that reflects the purpose of both Cemento Sol and its parent group, UNACEM.

Reach and Awards

According to figures shared by Grey, the implemented area has reached more than 75,000 square metres, with over 500,000 visually impaired people reported to benefit from the rollout.

At Cannes Lions 2024, Sightwalks received a Grand Prix alongside four Gold, two Silver, and one Bronze Lion. It also took a Grand Prix at the London International Awards that year, with six Gold, three Silver, and one Bronze. In 2025, the project received further recognition, including the One Show Grand Prix, nine Gold, and four Silver, among other awards across Clio, D&AD, El Sol, and ANDYs.

For an OOH campaign, the installation is the work itself. The tiles remain in place after the campaign period ends, so the system continues to function in Miraflores beyond the launch period.

Brand and Product Alignment

Cemento Sol’s core product is cement, and the Sightwalks tiles are made of cement. The project applies that material to a practical accessibility problem in the city.

Visual impairment is one of the more common disabilities in Peru. Instead of treating the issue as a one-off campaign message, Cemento Sol addressed it through infrastructure.

Credits
Brand: Cemento Sol / UNACEM
Agency: CIRCUS GREY
Global Chief Creative Officer: Gabriel Schmitt
Presidente & CCO Grey Latam: Diego Medvedocky
Global Head of Creative Excellence: Maru Sokolowski
Chief Reputation Officer Grey Latam: Florencia Kessler
Creative Chairman & CEO: José Rivera y Piérola
Chief Creative Officer (CCO): Charlie Tolmos / Piero Oliveri
Executive Creative Director (ECD): Gonzalo Aste
Creative Directors: Percy Rocha / Miguel Ucañán
Head of Content: Rodrigo Castro
Account Director: Vanessa Ortega
Account Supervisor: Lizet Gonzales / Vanessa Graham
Account Executive: Lorena Gómez / Yessica Ordoñez
Head of Production: Vanessa Gómez
Production Director: Kathy Santillana
Experience Agency: DINAMO
Chief Executive Officer: Sandra Goicochea
Account Supervisor: Cynthia Salcedo
Account Executive: Mariana Castro
Architectural and Designer Consultant: Luis Torres
Production Company: REBECA
Director: Mario Angulo
Assistant Director: Ducelia Woll
Executive Producer: Alejandro Noriega
Production Supervisor: Eduardo Guerra / Pierina Ravizza
Production Assistant: Gianella Bellido / Camila García
Director of Photography (Training Sessions): Didac Saez
Production Company 2: PUNTO APARTE
Camera 1: Mario Bertocchi
Camera 2: Alonso Gutiérrez
Executive Producer: Lucho Vargas
Production Assistant: Ana Pau Quintana
Editor & Post Producer: José Pacheco
3D: MIDAS ART David Vega
Audio Company: Agosto Music & Sound Craft
Music Director: Claudia Incio

UNACEM:
Commercial Manager: Gabriel Barrio
Marketing Manager: Claudia Rivero
Marketing Director: Maria José Arredondo
Marketing Coordinator: Camila Acuña
Trade Marketing: Fátima Armacanqui

This campaign is about:
Cemento Sol Sightwalks, Cemento Sol, UNACEM, Sightwalks Campaign, Circus Grey Peru, Tactile Paving, Visual Impairment, Inclusive Design, Accessibility, Urban Design, OOH Campaigns, Outdoor Advertising, Experiential Marketing, Social Impact Campaign, Innovation in Advertising, Public Infrastructure, Open Source Design, Cannes Lions, Creative Advertising, Peru Advertising.