The Call To Inaction

Agency: Stendahls


Sandvik’s recycling program for worn-out drilling tools was struggling. Despite the urgency, only one in three customers signed up. To increase participation, Stendahls flipped the decision process and included recycling with all sales, making opt-out the only option. As a result, the campaign became a giant call to inaction. To fully convey the calming benefits of participating in the program, the initiative was launched in an hour-long guided meditation video.

The initiative not only drastically increase participation over night, but also proved that sometimes, doing nothing can be the best way to make a difference.

This professional campaign titled 'The Call To Inaction' was published in South Africa, Sweden, and United States in March, 2023. It was created for the brand: Sandvik, by ad agency: Stendahls. This Content, Digital, and Film media campaign is related to the Electronics, Technology, Industrial, Agriculture, and Other industries and contains 6 media assets. It was submitted about 1 year ago by Stendahls User of Stendahls.


Advertising Agency: Stendahls, Gothenburg, Sweden.

Project management: Karin Engdahl, Håkan Hermansson,Mimi Svensson
Creative Director: Tomas Amneskog
Art Direction: Emelie Jonson, Josefin Fridlund
Copywriter: Oscar Livh
Content Producer: Jimmy Svensson, Viktor Ragnemar
PR: Peter Anderson, Ricky Vazquez

Video production: Stygn production
Photography: Marcel Pabst

Fusion Energy D...


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