Video file
Image
Rethink what better builds mean
Dura-Line - product activation campaign
Microduct
LSHF
Request
Shifting the conversation around ducting solutions
Dura-Line wanted to shift away from product comparisons based on mechanical specs and price. The aim was to reposition FuturePath LSHF—a microduct product with the highest fire classification on the European market—as a future-ready solution. The challenge was to highlight its true value across health, safety, durability, and sustainability, and create a campaign that clearly communicated this to forward-thinking builders and planners.
Image
True north
A new perspective on better building
Today’s customers build with worst-case scenarios in mind. Our strategy repositioned FuturePath LSHF as a ducting solution designed for those who want to think ahead—offering safety, durability, health, and sustainability in one product. Instead of focusing on traditional metrics, we highlighted the certification and forward-facing value that make FuturePath LSHF stand apart in a risk-averse market.
Rethink what matters when building the future.
Video file
Ideation
Combining perspectives into one offer
Our concept invited builders to take a second look at how they approach infrastructure. The idea: “Let’s have a second view on your building project.” Whether their focus is safety, sustainability, or performance, FuturePath LSHF combines all needs into a single product. The campaign framed this shift in perspective as both practical and visionary—helping Dura-Line lead with purpose and clarity.
Video file
Creation
Crafting a campaign with multiple assets
We created a cohesive set of deliverables, including a bold key visual, an engaging sales deck, animations, roll-up banners, and leaflets. All assets reflected a clean, future-oriented look and feel, reinforcing Dura-Line’s leadership position in smart infrastructure. Every asset was developed to clearly communicate the value of the product in a compelling and digestible format.
Campaigns Deliverables
Key visual
Animations
Sales deck
Print materials
Image
Image
Our imagination at work
By reframing the conversation from function to future-readiness, we helped Dura-Line elevate its brand and engage a more strategic, forward-thinking audience.
Image
“Amidst a sea of sameness, this campaign truly set FuturePath LSHF apart—moving beyond specs and showing the true value of our product.”