| Title | Sandvik: The Call To Inaction |
| Agency | Stendahls |
| Campaign | Call to inaction |
| Advertiser | Industrivärden |
| Brand | Sandvik |
| Date of First Broadcast/Publication | 2023 / 3 |
| Story | Tungsten, a rare mineral used in electric vehicles and smartphones, is expected to run out within 40 to 100 years. Global mining supplier Sandvik launched a free recycling program in 2013, aimed at recycling used tools that contain tungsten, but despite the urgency, only one in three customers joined. |
| Philosophy | To increase participation, Gothenburg-based creative agency Stendahls took an unconventional approach: instead of asking customers to opt into the program, recycling was included with all sales. Simply put, all customers had to do to make a difference was nothing. Aptly titled ‘The Calmness of Recycling’, the campaign took the form of an hour-long guided meditation film celebrating inaction, complete with mesmerizing visuals and a soothing voiceover, offering the hardworking mining community a moment to relax while learning about how their tools would be recycled. Deploying an opt-out only program may seem dramatic, but the response from customers has been overwhelmingly positive. The opt-out initiative not only drastically increased participation overnight, but also raised awareness of the alarming shortage of tungsten and the importance of conserving it. Sandvik is now on track to meet its goal of collecting 90 percent of worn-out tools by 2025. The initiative was launched at ConExpo in Las Vegas on March 14 and the relaxing campaign ‘The Calmness of Recycling’ is live on YouTube, LinkedIn, and Facebook. See the full hour-long meditation here. |
| Media Type | Digital |
| Length | |
| Advertising Manager | Petter Bengtsson |
| Advertising Manager | Anna Lindberg |
| Client Services Director | Karin Engdahl |
| Client Director | Håkan Hermansson |
| Project Manager | Mimi Svensson |
| Creative Director | Tomas Amneskog |
| Art Director | Emelie Jonson |
| Art Director | Josefin Fridlund |
| Copywriter | Oscar Livh |
| Agency Content Producer | Jimmy Svensson |
| Public Relations | Peter Anderson |
| Public Relations | Ricky Vazquez |
| Production Company | Stygn Studios |
| Photographer | Marcel Pabst |
More Work
SEE ALLLaika 13 – Raised by social media
- BRAND:
- Länsförsäkringar
- AGENCY:
- Stendahls