Georgia-Pacific Gypsum

Case Study

We got skin in the game for a breakthrough product

Georgia-Pacific (GP) Gypsum had developed a new sheathing barrier system, a breakthrough product in exterior wall systems. GP called on K&A to “get the word out” and help to persuade design-build professionals to switch from using their established sheathing product to the new offering. Taking our cue from the body’s largest organ, we developed and implemented an award-winning, market disrupting campaign that made an unmistakably human connection between the product and its brand promise.

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