Ad Nut
Sep 20, 2018

A lot of glass was harmed in this product demo (on purpose)

You might not need a 38,000-kilogram front-end loader meant for mining operations, but you may very well want one after seeing this ad by Forsman & Bodenfors.

Ad Nut loves a good product demo, especially if it comes from Forsman & Bodenfors—the agency that made its reputation on stunning demonstrations (with a little help from Jean Claude Van Damme).

Now Ad Nut is trying to rationalise the millions this machine surely costs by imagining just how many nuts its 14-metric-ton capacity would allow Ad Nut to bury/unbury in one go. 


Client: Sandvik
Jessica Alm, EVP and Head of Group Communications
Magdalena Fahlén, VP Corporate Communications and Brand
Minna Rodling, Brand Manager
Marie Brodin, VP Marketing and Communications, Sandvik Mining and Rock Technology

Titel: The Glass Labyrinth - Main film and Mini-documentary
Launch Day: September 18,  2018
Name of Channel Used: Online, SoMe
Country(ies) of Airing: Worldwide

Creative Agency: Forsman & Bodenfors
Account Supervisor: Greger Andersson 
Account Manager: Åsa Pedersen
Creative: Kim Cramer
Creative: Björn Engström
Creative: Stefan Thomson
PR-strategist: Bjarne Darwall
Digital-strategist: Peter Gaudiano
Designer: Magnus Almberg, Ingrid Arnsand Jonsson
Planner: Daniel Sjöstrand
Agency producer: Cecilia Svärd
Media agency: Oath

Director: Casper Balslev - Main film, Olivia Kastebring - Mini-documentary
Production company: New Land
Executive producer: Therese Engberg
Producer Main film: Sophie Hedberg
Producer Mini-documentary: Dea Saracevic
Service production company: Otto Film
Music: Jonas Quant
D.O.P: Niels Thastum - Main film, Andreas Almqvist - Mini-documentary
Post-production: New Land, Chimney
Editor: Peter Brandt - Main film, Alexander Peri - Mini-documentary, Vedran Rupic -  SoMe versions
Sound: Martin Dirkov - Main film, Martin Mighetto - Mini-documentary
Colorist - Edward Negussie
Online - Wille Rising

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