| 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 |
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