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.

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 in action.

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 that the board works.

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.