Scania Truck Gear is a line of fashion for truck fans. To launch Scania’s new and more sustainably sourced Griffin Collection, we brought together an unexpected duo: The legendary and award-winning show truck builder Sven-Erik “Svempa” Bergendahl, and the world renowned haute couture fashion designer Bea Szenfeld – known for her love for upcycling as well as her out-of-this-world creations for artists such as Lady Gaga and Björk.
Their task: To create a driver jacket like no other.
Starting with 200 metres of reinforced Scania fan belts, meticulously cut into 800 griffin feathers, and then sewn together by hand with nearly 5000 stitches. Resulting in something that is as much art as it is a concept piece: The Griffin Jacket.
The concept jacket is currently being auctioned off, and all the proceeds will go to benefit the international non-profit organisation ActionAid.
This professional campaign titled 'A Trucker’s Haute Couture' was published in Sweden in November, 2017. It was created for the brand: Scania, by ad agency: Uncle Unicorn. This Film medium campaign is related to the Transport industry and contains 1 media asset. It was submitted almost 5 years ago.
Advertising Agency: Uncle Unicorn, Sweden
Account Director: Carl-Johan van Heesch
Creative Director / Art Director: Mattias Berg
Art Directors: Dennis Rosenqvist, Malin Saarinen
Copywriters: Per Rundgren, Julia Gillgren
Design: Mikael Fridén
Account Managers: Linda Larsson, Ida Olm