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/creative writer: Ted Wahl-berg; 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 directors: Vic Emond, John Sippy; media planner: Amy Miller; group account director: Paul Brusatori; account supervisor: Ken Wagner; photog-rapher: Andrew Martin Why we liked it: This multichannel effort plays off the success of USG's original “The Weight Has Been Lifted” campaign, which two years ago introduced the company's lightweight residential drywall. In its second iteration, the campaign promotes lightweight commercial drywall, showing—and quantifying—how much heavy lifting the product saves commercial contractors. The campaign, which included print and banners ads, promotions and a mobile app, shows contractors struggling to carry enormous objects such as a giant anchor, an elephant, a dinosaur and a clock. Snappy copy ties it all together, asking the target audience: “If you're not lifting Sheetrock Brand Ultralight panels, what are you lifting?” Advertising, much like construction materials, can be cumbersome, but USG shows us it can lighten the load in both cases.
