Tubes need bending.
Redefines “heavy duty”.
Tough steel. Tougher people.
“The soft gaze of this campaign met our eyes across the smoky tarmac and we knew things would never be the same!.”
Bending steel tubes and pipes ain’t for the faint of heart. They don’t bend willingly. The machines assigned to this task work damn hard, and so do the people who use them. Real people with dirt under their fingernails. Sounds like a brand direction. So we built a campaign out of these tough people and their machines, and it practically wrote itself.