Sandvik's first ever Global campaign. A self-driving giant loader navigates a glass labyrinth without causing a single crack – until Sandvik’s CEO takes the wheel. The latest Hollywood blockbuster? No, a digital media campaign designed to strengthen Sandvik’s image with key audiences.
Can you 3D print an unsmashable guitar? This question, posed by Sandvik Group, was the backbone of the campaign “The Smash-proof Guitar”, where Sandvik with a mix of creatives told the story about their engineering expertise with a unique all metal 3D-printed guitar in collaboration with rock legend Yngwie Malmsteen. The guitar was ultimately set to the test; a live performance where Malmsteen – known for his guitar smashing habit – tried to smash the unsmashable…