Doug Kamp was puzzling over how to elicit emotions and empathy for a product that seems about as cold and utilitarian as they come: drywall. But the executive creative director at Chicago-based B-to-B agency gyro knew it was important to get his target audience to feel something about a new, lighter version of drywall that his client, USG, introduced in 2013 and has continued to market heavily.
"It's about trying to appeal to someone and be relevant on a human level," says Kamp, whose agency was named the top B-to-B agency by Advertising Age in 2016.
That desire to pinpoint...