THE PROBLEM
Georgia Pacific's "DensDeck" is a great product, but can be difficult to advertise as a part of a niche market. With many competitors in the field, GP needs advertisements that will attract and inspire both roofers and contractors.
THE SOLUTION
The team built campaign to target contractors and roofers that, not only, nodded to their importance, but also challenged them to leave a better legacy. "It's not just a skyline. It's your legacy." Print ads were designed for specific trade magazines, as well as, posters close to active construction sites. The online campaign goes after contractors through trade websites and behavioral tracking.
BUILD YOUR LEGACY
The campaign was designed to be on all channels, to allow a full push into the industry of construction. The digital pieces give users the ability to visually see a legacy that they can build.
