Who do you challenge when you’re the undisputed leader in your industry? Yourself, of course.

Gates leads the world in power transmission belts and fluid power products. None of this sounds terribly exciting until you realize that without these things, almost every car, every piece of machinery and every factory in the world would come to a screeching halt.

They are truly in an industry where failure is not an option.

Our job was to remind people of that. To help them pay attention to some of those critical components hidden deep inside our machines. To notice the overlooked. And to sing the praises of those unsung heroes.

So we chose to position the industry leader as a challenger. We used powerful imagery to demonstrate the durability and quality of their products. And helped Gates reassert their dominance with new and old customers alike.