Scania defies definition
This campaign for Scania Trucks takes the view that words aren't really enough to describe the brand's newest addition, the Dynamic.
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Credits
View on- Agency Akestam Holst NoA/Stockholm
- Production Company Stink/UK
- Director Dan French
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Credits
View on- Agency Akestam Holst NoA/Stockholm
- Production Company Stink/UK
- Director Dan French
- Service Production Radioaktive Film/Tbilisi
- Art Director Linus Bronge
- Producer Petur Mogensen
- Executive Producer Solana Keenan
- Producer Andrew Rawson
- 1st Assistant Director James Dyer
- Production Designer Julija Fricsone-Gavriss
- DP Konrad Losch
- VFX Supervisor Tito Fernandes
- Executive Producer/MP Albert Zurashvili
- Head Of Bidding Marina Karmolit
- Executive Producer Gennady Gena Shevchenko
- Art Director Mariam Iakobashvili
- Costume Designer/Stylist Kato Gelashvili
- Makeup Artist Anna Gadelia
- Producer Yulia Foster
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Credits
powered by- Agency Akestam Holst NoA/Stockholm
- Production Company Stink/UK
- Director Dan French
- Service Production Radioaktive Film/Tbilisi
- Art Director Linus Bronge
- Producer Petur Mogensen
- Executive Producer Solana Keenan
- Producer Andrew Rawson
- 1st Assistant Director James Dyer
- Production Designer Julija Fricsone-Gavriss
- DP Konrad Losch
- VFX Supervisor Tito Fernandes
- Executive Producer/MP Albert Zurashvili
- Head Of Bidding Marina Karmolit
- Executive Producer Gennady Gena Shevchenko
- Art Director Mariam Iakobashvili
- Costume Designer/Stylist Kato Gelashvili
- Makeup Artist Anna Gadelia
- Producer Yulia Foster
The famous writing technique of 'show, don't tell' is applied in the new campaign for Scania Trucks.
According to the voice over in this 70-second spot, the Swedish truck manufacturer's new fleet addition, the Dynamic, is hard to describe in words alone, hence the theatrical display of visual aids.
Created by Akestam Holst NoA/Stockholm and directed by Dan French through Stink, the spot begins by showing up an ox, to highlight the vehicle's strength, before the camera continues to pull back, showing a variety of scenes which illustrate the many capabilities of the Dynamic - a huge bed to show its comfort, a full orchestra to emphasise the sound system, to name a couple - before the image rewinds to the start, where the huge truck is seen in all its metal glory.
