Anna Junker Lundin
Agency Producer at Forsman & Bodenfors Göteborg
Göteborg, Sweden
TitleThe Smash-proof Guitar
BriefThe 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
Campaign Let’s Create
Advertiser Sandvik Group
Brand Sandvik

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