USG: The Weight Has Been Lifted

Although the images in gyro’s “The Weight Has Been Lifted” campaign for USG may seem exaggerated to the layperson, USG’s audience of contractors and homebuilders quickly saw the realistic truth. The campaign, designed to encourage trial, shows just how much weight can be saved by making each sheet of drywall 30 percent lighter — the equivalent of a grand piano, an automobile or even an elephant. The campaign not only impressed its intended audience, but it has also become one of gyro’s most award-winning campaigns.