The Westfälische Drahtindustrie GmbH (WDI), based in Hamm, Germany, has been manufacturing wire ropes for over 150 years. WDI is the producer of Pythonrope, a high performance wire rope that features higher breaking strength and flexibility, better rotation resistancy and a significantly improved operating life. This has been achieved through adaptation of superior rope geometry and purpose designed manufacturing processes.
CREATIVE SERVICES: We created a series of ads for the North American market. To convey the ropes’ characteristics such as flexibility, strength and power, we hired professional female fitness models and shot various scenarios, showcasing the ropes in a softer, more vulnerable environment. The ads were placed in various trade magazines across the US and Canada. In the lifting industry, those ropes carry very valuable loads; through our ad campaign, we introduced a human element which makes an important case for ‘safe lifting’.