The smashproof guitar

Can you make a guitar smashproof?

Can you 3D print an unsmashable guitar? This question, posed by Sandvik Group, was the backbone of the campaign “The Smashproof Guitar”, where Sandvik with a mix of creatives told the story of 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…

We set up long-term target groups for Sandvik, with different purposes and customer journey tactics, which all connected to key moments in the campaign; allowing the campaign to work simultaneously as a PR machine, eye opener for potential new recruitments and a brand strengthening campaign with messages around their advanced solutions and engineering expertise. Therefore, working omni channel, it allowed for finely tuned optimization for maximized effect as well as longevity.