Information is power.
Certainteed Gypsum
Educational campaign:
Interactive educational tool
Concept
Story structure
Design
Art Direction
Architectural Record Excellence in Advertising Awards: Winner, Single (Campaign ad)
Size can equal power in business. CertainTeed does something one doesn’t often see in such companies: they channel their power into leadership.
This interactive tool allows the sales team to walk architects through the complexities of Environmental and Health Product Declarations (EPDs and HPDs) and what CertainTeed Gypsum is doing to lead sustainable product design. And because we focused on content common across all product categories, sharing it freely with their audience not only offers valuable support to the industry, but advocates prioritizing transparency and sustainability in the overall specification process, no matter the product or manufacturer.
Play the video below to get a good look.
EPDs and HPDs aren’t new to architects, but they also aren’t easily understood throughout the market. The data can be complex and confusing, so we began at the beginning. After moving through some essentials, we take the user through the details of each document and finish up with references for further knowledge.
The tool was supported by a wider educational campaign, including advertising, eblasts, social media, tradeshow graphics and video.