AGENCY
HSR Business to Business *Lead Agency
John Nagy, Assoc. Creative Dir.
Bill Weinstein, Sr. Copywriter
John Pattison, Creative Dir.
Peter Blocksom, Assoc. Creative Dir.
Tracy Davis, Graphic Designer
Gene Cyranski, Sr. PR Consultant
Angie Fischer, VP-Client Service
Stephanie Brown, Sr. Client Service Exec.
Tom Rentschler, CCO
SUMMARY
The challenge was to create awareness, stimulate trial and increase sales of USG's revolutionary dust control joint compound that dramatically reduces airborne dust during drywall sanding. The primary target--drywall contractors and remodelers--is notoriously unwilling to try new products, no matter the benefit. Through integrated communications that included trade and online advertising, direct mail, web site and public relations, each echoing the memorable anthem "Down With Dust," the campaign broke through the resistance barrier and launched the product to greater success than either client or agency had hoped for.
