Mining may still be an important sector of human life, but the Scania campaign shows that the field and its equipment requires an update in order to continue to do any good. The Scania campaign illustrates this strong belief through surreal images of old machinery as the artifacts they really are. As though part of the historical objects mining can often uncover, they are from a past life.
The Scania campaign was conceived and executed by Volt, an ad agency based in Stockholm, Sweden. The Scania campaign advocates smaller and smarter technology that will "deliver higher availability, increased productivity and better profitability." Art directed by Karl Andersson, the Scania campaign retouched and photographed by Sven Prim with copy by Petter Nylind.