Title | The Smash-proof Guitar |
Brief | The agency created the world's first smash-proof guitar: a one of a kind 3D-printed metal design icon. Then it challenged rock star and notorious guitar smasher Yngwie Malmsteen to do his best to destroy it. By putting engineering company Sandvik in a pop-cultural context, the campaign managed to demonstrate the client's cutting-edge technology to a broader tech audience. The story was picked up by international tech media, reaching directly into the heart of the global core target group. |
Agency | Forsman & Bodenfors Göteborg |
Campaign | Let’s Create |
Advertiser | Sandvik Group |
Brand | Sandvik |
Date of First Broadcast/Publication | 2019 / 4 |
Business Sector | Construction & Civil Engineering |
Story | Rock stars have been smashing guitars for decades and our engineers decided to test our technology by building the world’s first all-metal, smash proof guitar — and letting Yngwie Malmsteen unleash his smashing skills on it. |
Media Type | Digital |
Length | |
Soundtrack | Guitar solo improvised by Yngwie Malmsteen. Paganini Violin Concerto No. 1 in D Major, Op. 6: III. A |
Account Supervisor | Greger Andersson |
Account Manager | Åsa Pedersen |
Creative Team | Kim Cramer |
Creative Team | Björn Engström |
Creative Team | Stefan Thomson |
Creative Team | Anton Eriksson |
Creative Team | Viktor Eriksson |
PR Strategist | Bjarne Darwall |
Digital Strategist | Malin Careborg |
Digital Strategist | Peter Gaudiano |
Designer | Ingrid Arnsand Jonsson |
Designer | Jerry Wass |
Strategic Planner | Daniel Sjöstrand |
Agency Producer | Anna Junker Lundin |
Production Company | Bleck Film |
Director | Marcus Svanberg |
Producer | Robert Feniger |
Executive Producer | Josefin Kollberg |
Director of Photography (DOP) | Carl Nilsson |
Director of Photography (DOP) | Jo Eken Torp |
Director of Photography (DOP) | Andrés Sánchez |
Editor | Johan Kjellberg |
Colorist | Nicke Jacobsson |
Online Artist | Wille Rising |
Production Service Company | Green Tea Films |
Producer | Natasha Chapman |
Sound | Fredrik Sundberg |
Sound | Plop Produktion AB |