Georgia-Pacific’s DensDeck roof board is used to create a sound deadening “cap” that fits over an already-existing roof. It’s especially useful for hotels and hospitals near airports, where quiet is essential. But because DensDeck is essentially an added layer (and expense), motel owners and hospital administrators wondered if the benefits justified the extra costs. Our campaign was designed to put those doubts to rest.

Trade Show Booth

This was a re-created jet engine that appeared at a trade show for contractors. To show just how dramatically DensDeck reduced airport noise, participants were encouraged to turn the knob, and listen to the difference without and with DensDeck

Print Ad

How do you illustrate the benefits of sound reduction in a print ad? By showing the effect DensDeck has on the sources of noise.