ErectaStep. 8th Wonder of the World

ErectaStep is a below-the-radar industrial brand that has a hand in building a whole host of modern marvels, like electric cars, satellites and rocket ships for civilian space travel. So we wondered whether that put its industrial structures and stairways in league with marvels like the Great Wall of China, Machu Picchu and Egypt’s Great Pyramids. And what the creators of those original seven world wonders would think.

For its first national TV campaign, we dubbed ErectaStep “The 8th Wonder of the World” to have fun with the deliberate hyperbole. Warehouse engineers and designers are subjected to the most boring advertising in the world, so we felt some humor was in order. And it worked...wonders. Sales rose 23% and a number of ad trades picked up the work including AdWeek magazine who chose it as their Ad of The Week.

Industrial advertising shouldn't be so boring it mummifies you.