USG – Demand Durable

PROBLEM: For decades, contractors have settled for a tradeoff: lightweight drywall is easier to carry and hang, but more prone to damage, costing time and money. A “lightweight” drywall was bound to be “fragile.” And durability meant more weight on their backs.

INSIGHT: USG invented a new board that’s as tough as it is light. But contractors don’t believe a product is tough until they’ve seen it survive the job site with their own eyes.

IDEA: We introduced the new USG Sheetrock® Brand UltraLight Tough Panels by challenging contractors to “Demand Durable.” We spoke to our audience the way they speak to each other – direct and no nonsense. And we showed proof of the board in action. We encouraged our audience to expect more from their board and reframed durability not as a spec, but as respect for the people who rely on it daily.