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Instead of simply stating that USG’s UltraLight is a lighter gypsum board, ad agency gyro Chicago quantified and visualized the product’s lower weight with the “Weight Has Been Lifted.” This international print, online and point-of-sale advertising campaign for USG Ultralight drywall, employs visual metaphor to convey the message that it’s literally removing some of the weight from the backs and shoulders of its customers. Aimed at contractors and dealers it succinctly conveys the message that USG has introduced a new lightweight product that’s safer and easier to use.

Tagline for all: If you’re not lifting UltraLight Panels, what are you lifting?

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