USG: It’s Your World. Build It.
USG saw an opportunity to unify its global brand after the 2008 recession, but needed help to convince internal and external audiences that the time was right for a change. gyro created an iconic and emotional campaign called “It’s Your World. Build It” and used it to first build support inside the company, and then leverage that support to launch the new brand message externally. A cornerstone of the campaign was a four-year partnership with the U.S. Olympic and Paralympic teams and the Canadian Olympic team. The campaign and the partnerships put a human face on USG’s values of overcoming adversity and achieving ambitious goals.