USG Corp.
Agency: gyro Chicago Campaign: “The Weight Has Been Lifted 2.0” Launch date: July 2011 Creative credits: Executive creative director: Doug Kamp; creative director/copywriter: Ted Wahlberg; creative director/art director: Andy Mamott; creative director/designer: Scott Emond; associate creative director/art director: Mark Sedlacek; copywriter: Greg Fioretti; strategic planner: Mike Hensley; production director: Natalie Snyder; Web applications developers: Vic Emond, John Sippy; media planner: Amy Miller; group account director: Paul Brusatori; account supervisor: Ken Wagner; photographer: Andrew Martin Why we liked it: We recognized this campaign in the integrated category, but it deserves kudos yet again because it works particularly well in print. Readers will do a double-take when they see construction workers buckling under the weight of objects such as an anchor, a giant clock and a dinosaur. The headline, “If you're not lifting Sheetrock Brand Ultralight panels, what are you lifting?” does most of the heavy-lifting for the ad, and copy goes on to detail how the panels are up to 30% lighter than traditional drywall.
