Two years ago, USG launched an innovation that changed the entire construction industry — a lightweight residential drywall that weighed up to 30 per cent less than traditional panels. And commercial builders and contractors, who saw the potential of a lightweight wallboard, wanted one of their own. With this demand, what was originally an 18-month timetable was quickly accelerated to bring not just one, but two lightweight commercial products to the market. We were tasked with creating a successful launch campaign that spoke specifically to commercial contractors in the midst of one of the most challenging economic environments the construction industry has ever seen. Instead of simply touting UltraLight as a lighter board, we quantified and visualised the actual weight USG is lifting off their customers’ backs. And we came up with images and messaging that didn’t just telegraph pounds saved, but that also expressed the benefit of the product. Whether it was saving time, ensuring that they weren’t weighing down their crew or making sure they knew that it was time that drywall, and their business, evolved.