It's refreshing when people love their work with a passion and at British Gypsum's headquarters in Nottinghamshire we found plenty of them.
Their commitment led us directly to the 'Dedicated to plasterboard' theme behind our trade campaign for Gyproc.
Featuring real life stories of devotion to the number one building board among British Gypsum staff, the work covered advertising, trade promotion, direct mail, internal communications - and made stars of, among others, three generations of the same family that had manned the production line for over 86 years!
It was the biggest campaign ever implemented by Britain's biggest manufacturer of plasterboard and the largest investment in a single product advertising in the company's history. Dedication indeed!