A tube is a tube is a tube, right? Wrong. At the Tube 2016 trade show in Düsseldorf, Sandvik showed how tubing can be much more. Its Werther unit in Germany showcased several important product launches, including the ability to produce 1,100 meter lengths of coiled tubing from a single 125 kg billet – with no welds. Open developed the strategy and messaging, including digital elements, film and other material.