Atlas Copco MT65 -
The Crushing Crescendo
Atlas Copco’s new Minetruck MT65 can carry 5 tonnes more than ever before. But when the capacity changes from 60 tonnes to 65 tonnes, 5 tonnes might not seem that much. We needed to show how much 5 tonnes really is in a way that would get the mining community talking.
Sales goal exceeded by 128%
1 million + views on Facebook.
2 nominations in 100-wattaren.
Covered on American national TV.
1. An object never feels as heavy as when it strikes the ground after a high fall.
2. The popularity of Facebook groups like Mining Mayhem proves that few communites loves a bit of destruction as much as miners.
Sometimes it’s best not to complicate things, but just drop a giant boulder from a cliff. We commissioned a piece of music by Grammy-nominated Christoffer Berg, where the final note was played by a 5 tonnes boulder. The stone was accompanied by a robot band performing it’s own requiem.
The campaign was talked about within the mining industry worldwide, and were picked up by US Television and radio. The campaign film was a great success on Facebook with over 1 million views. Most importantly, the sales goals were exceded by 128%