By Kyle O'Brien

Trying to advertise structural panels to the construction industry might seem pretty dull and straightforward. But agency Gyro managed to find an interesting angle to get builders interested in buying the panels.

Structure engineers, when constructing a midrise building, often default to poured concrete because it’s what they know. Gyro was able to show that poured concrete is heavy and expensive and can slow down or hold back the building process. They did it by making the poured concrete look like animals such as a tortoise, a hippo and a leg-grabbing octopus.

The print campaign promotes the use of USG Structural Read full story ›

Source: The Drum