National Gypsum PURPLE
Commercial for National Gypsum - Purple
Product Launch
It was the ultimate challenge for a creative director: take one of the least sexy commodity products imaginable, give it a personality, and make it a household name. My team rallied to create a memorable campaign to introduce National Gypsum's PURPLE drywall. Yes, drywall. Fortunately we were working with a distinctive trademarked color and some intriguing attributes (impact resistance, noise resistance), and we were excited about the opportunity to redefine an entire category. The PURPLE campaign included a TV spot that launched on HGTV networks and blended comedy with extensive CGI; online display ads; a consumer-friendly website; a heavy social component; and a series of national trade magazine ads, all encouraging homeowners and DIYers to look at walls in a whole new way.
Online display ad
Online display ad
Online display ad
