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.
To show more of the company’s capabilities, Sandvik created another unique project: building an all-metal “smash-proof” guitar using the company’s precision techniques.
To put the guitar to the test, the company, along with their agency Forsman & Bodenfors enlisted Swedish-born heavy metal guitar legend Yngwie Malmsteen—who claims that he has probably destroyed over 100 guitars on stage—to try to smash the creation to bits.
At the end of a show in Miami, with the crowd anticipating a guitar bludgeoning, Malmsteen does his level best to wreck the Sandvik creation. He smashes an amp, throws it on the stage and whacks the drummer’s elevated platform to no avail.
“This guitar is a beast!” Malmsteen said. “I gave everything I had, but it was impossible to smash.”
Several divisions of the company collaborated on the instrument with a focus on additive manufacturing, which refers to 3D printing. Precision married to strength were key considerations, with some pieces of the guitar as thin as one millimeter connected to a lattice structure in the neck that Sandvik calls the “strongest structure in the world.”
A behind-the-scenes video shows the process and is a visual playground for engineering and music nerds alike.
The entire affair is decidedly bizarre on the surface, but digging deeper, the new campaign is another spin on how to smash through (pun intended) in the cluttered world of B2B marketing.
EVP and Head of Group Communications: Jessica Alm
VP Corporate Communications and Brand: Magdalena Fahlén
Brand Manager: Minna Rodling
Creative Agency: Forsman & Bodenfors
Account Supervisor: Greger Andersson
Account Manager: Åsa Pedersen
Creative: Kim Cramer
Creative: Björn Engström
Creative: Stefan Thomson
Creative: Anton Eriksson
Creative: Viktor Eriksson
PR-strategist: Bjarne Darwall
Digital-strategist: Peter Gaudiano. Malin Careborg
Designer: Ingrid Arnsand Jonsson, Jerry Wass
Planner: Daniel Sjöstrand
Agency Producer | Film: Anna Junker Lundin
Production Company: Bleck Film
Director: Marcus Svanberg
Producer: Robert Feniger
Executive Producer: Josefin Kollberg
Music: Guitar solo improvised by Yngwie Malmsteen.
Paganini Violin Concerto No. 1 in D Major, Op. 6: III. Allegro Spirituoso, performed by
Alexandre Dubach. Courtesy by Naxos of America, Inc.
All other soundtracks composed by Oscar Fogelström.
D.O.P: Carl Nilsson, Jo Eken Torp, Andres E Sanchez
Editor: Johan Kjellberg
Colorist: Nicke Jacobsson
Online: Wille Rising
Service Production Miami: Green Tea Films / Producer: Natasha Chapman
Sound: Fredrik Sundberg / PLOP