A Swedish Firm Made an Invincible Guitar, Then Handed It to Rock’s No. 1 Guitar Smasher

Forsman & Bodenfors shows engineering company’s unique chops

The unbreakable guitar. Sandvik / Forsman & Bodenfors

Last year, the CEO of Swedish engineering firm Sandvik blasted through a maze of glass using a 38-ton mining machine to show the strength of their automation product. It was a bizarre, yet eye-catching way to demonstrate their suite of services that begged for some kind of follow up.

@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.