Market Overview

LP Legacy® "Tested Extreme" Campaign Garners Advertising Awards and Drives Market Interest


Winning two Telly Awards and a NW Marketing Award, the out-of-the-box
marketing campaign for a new premium sub-floor panel raises the creative

The "Tested Extreme" campaign created to promote LP Legacy, a new
engineered sub-floor that provides extreme strength and performance, has
won several awards: most notably two Telly Awards, a highly coveted
honor amongst advertising professionals, as well as a NW Marketing
Award. The launch of LP Legacy into the competitive marketplace has been
an all-around success with sales for the first year after launch
exceeding LP's aggressive goal by six percent, which the company partly
attributes to the innovative marketing approach.

This press release features multimedia. View the full release here:


The "Tested Extreme" advertising campaign created to promote LP Legacy, a new engineered sub-floor that provides extreme strength and performance, has won several awards: most notably two Telly Awards, a highly coveted honor amongst advertising professionals. (Photo: Business Wire)

The building products industry has historically not been known for its
inspired advertising campaigns. It can be a challenge to portray
products such as OSB in an attention-grabbing way, and traditional
building products advertising tends to focus on product features on a
standard jobsite. Not so the "Tested Extreme" campaign for the premium
LP Legacy sub-floor panel.

"We wanted to challenge the status quo of how advertising is done in our
industry and raise the bar," says LP Business Marketing Manager Lorraine
Russ. "It's safe to say that we succeeded. Winning three creative awards
is a tremendous positive surprise. By showcasing our brand's performance
in the toughest imaginable conditions, we have established the trust and
consideration of our customers, and our sales figures show that they are

The disruptive concept for the campaign was designed to stand out by
showcasing an innovative product demonstration that proves performance
by exposing the product to an environment far more extreme than on a
typical jobsite. The execution included two scenarios: In the first
expedition, the panel was dropped 70 feet over a series of waterfalls
and left in the rushing river for 24 hours; in the second test,
professional mountain bikers constructed a ramp of LP Legacy panels in
the rainforest and jumped 20 feet from ramp to ramp repeatedly under wet
and muddy conditions.

Made with Gorilla Glue Technology®, LP Legacy is a complete
sub-floor solution that provides exceptional moisture resistance,
stiffness and density for superior performance in wet, harsh
environments and carries a class-leading Covered Until It's Covered™
no-sand warranty as well as Limited Lifetime Warranty that lasts as long
as the home. "Building pros really appreciate the peace of mind this
product gives them under the most extreme circumstances," says Russ.

The Telly Awards annually showcase the best work created nationally
within television and across video. "Tested Extreme" won a Silver
Telly Award
in the Online Commercials-Campaign-Business-to-Business
category, and a Bronze
Telly Award
in the Online Commercials-Campaign-Promotional category.
The campaign also won a Northwest Marketing Bronze Award for Print

"Being recognized for this campaign is a great honor for us," says
Heather Crunchie, Principal of HighViz Strategy, the Portland-based
agency that created and executed the "Tested Extreme" concept. "Above
all, it was terrific to be able to work with a company that truly stands
behind its products and is willing to put it to the test under these
extreme conditions."

Explore the award winning campaign:

LP Legacy is another example of LP's growing specialty product selection
designed to meet the growing demands for better engineered building
solutions, as well as creating distinct value for customers. Learn more
about LP Legacy:

About LP Building Products

Louisiana-Pacific Corporation is a leading manufacturer of quality
engineered wood building materials including OSB, structural framing
products, and exterior siding for use in residential, industrial and
light commercial construction. From manufacturing facilities in the
United States, Canada, Chile and Brazil, LP products are sold to
builders and homeowners through building materials distributors and
dealers and retail home centers. Founded in 1973, LP is headquartered in
Nashville, Tennessee, and traded on the New York Stock Exchange under
LPX. For more information, visit

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