Nothing Is More Challenging Than Creating A “Change” Campaign For A Product That Is The Industry Leader And Standard In A Very Competitive Category. In A Global Sustainability Initiative, Formaldehyde Was Removed From Most Of The Chemical Binding Agents, Resulting In A More Environmentally Friendly Product. This Process Changed the Product's Color From Yellow To Brown, Which In The Past Had Always Represented A Product That Was Damaged In Manufacturing.

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Ad Campaign

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Architects Love New, Engineers Hate Change, But Both Love Tech. Ad Uses A QR Code To Directly Link To Videos Showing The New Product Benefits.

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Product Microsite

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