In order to get across the point that poor maintenance results in shortened rope life, we took a very direct visual approach. One that would grab both English and Spanish-speaking audiences. The result? Ads. Literature. Powerpoint programs. White papers. To create an image that couldn’t be ignored. This piece was used as a supplement, tied to reels before they were shipped from the manufacturer. The campaign created quite a stir initially as it was far from the norm for an industry that is extremely conservative.