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The Scania Clock wins another award

20 JUNE 2017

The Scania Clock campaign has already received the Swedish Golden Wheel award, a nomination for the Swedish Golden Egg award and a bronze in the US One Show awards. Now the campaign has received an award at what is perhaps the most prestigious advertising competition there is – the Cannes Lions. It was awarded a Bronze Lion in the Promo & Activation category.


“The last time I checked, the campaign had reached about 16 million people worldwide,” says Staffan Arvas, Head of Marketing Communications at Scania.


The Scania Clock was devised together with the advertising agency TBWA and aimed to highlight the new truck generation in an unexpected and exciting way.


“We wanted to challenge ourselves and show that our new products and services work in any application – even in something as absurd as creating a clock out of trucks in under 24 hours,” Arvas says.


The clock was created on an abandoned airfield in Spain in July last year, and it took a total of 14 trucks, 90 drivers and 70,000 square metres. The greatest challenge was in creating the seconds indicator – the inner seconds indicator needed to travel at 13 kilometres an hour and the outer one at 53. It took great precision to time the journey, avoiding unexpected stops and minimising wear.


The clock was filmed using five different cameras, and the campaign was launched just in time for the IAA Commercial Vehicle Show.


“It was a big project, but we’ve got a lot back from the investment in terms of attention,” Arvas says.


“We can see that the video has spread fantastically well to our specific target groups such as truck and driver forums.”


The Cannes Lions are sometimes called the advertising World Cup, and the Scania Clock has been nominated in a total of four categories. In addition to Promo & Activation, the other categories are PR, Direct and Cyber. The last two are awarded this evening so there is every chance of picking up more awards.