Sandvik is upgrading its jaw crusher portfolio to establish itself as one of the leading suppliers in primary crushing with a consistent and uniform offer.
W was asked to create a concept that communicates the benefits and features of the upgraded jaw crusher line, emphasizing Sandvik’s commitment to safety and reliability through a uniform range.
We built a concept that could live in both sales conversations and marketing campaigns, ensuring that the upgraded jaw crusher line was presented with the same clarity and impact everywhere.
The verbal concept Better crushing starts here captures this idea in a simple promise. It positions jaw crushers as the foundation of primary operations and reflects the qualities customers depend on most: performance, safety, sustainability and reliability.
The creative expression reflects this verbal concept. Visuals show a person working with the crusher, beginning their day and moving through their routine. This brings the message to life, anchoring the idea of a reliable start and a smoother operation.
Execution
We built a story that came to life through a dedicated photoshoot capturing the machines and the people who work with them. This was combined with concrete deliverables including sales presentations and guides, a landing page, social media posts, advertisements and a brochure.
A single, easy to grasp concept that helps Sandvik present a uniform jaw crusher portfolio as a premium choice in primary crushing. The tagline Better crushing starts here is reinforced visually by showing the start of a workday with the crusher, making the promise tangible and relatable.
More than just a set of deliverables, we built a story. The concept came to life through the photoshoot, capturing real people and routines around the crusher. This emotional layer added warmth and authenticity, turning a product launch into a story that customers and internal teams can truly connect with.