# Mining Artifact Ads The Scania Campaign Advocates Updated Machinery for the Industry By Meghan Young | Published 2012-09-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/scania-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/09/scania-the-evolution-of-mining/) 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](https://www.trendhunter.com/trends/canva-spotlights) 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](https://www.trendhunter.com/trends/peach-responsibly), an [ad agency based in Stockholm](https://www.trendhunter.com/trends/outdoor-advertising-campaign), 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. ## Trend Insights (Trend Hunter) - Score: 0.6/10 - Popularity: 6% | Activity: 4% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Updated Mining Technology:** The need for updated and smarter technology in the mining industry presents disruptive innovation opportunities. - **Increased Productivity in Mining:** The Scania campaign highlights the potential for higher productivity through the use of advanced machinery and technology in the mining industry. - **Sustainability in Mining:** The push for smaller and smarter technology in the mining industry aligns with the growing trend of sustainable practices. ### Industries Being Reshaped - **Mining Equipment Manufacturing:** Manufacturers in the mining equipment industry can seize the opportunity to develop and produce smaller, smarter, and more efficient machinery. - **Technology and Automation:** The advancements in technology and automation present disruptive innovation opportunities in the mining industry. - **Ad Agency Services:** Ad agencies can cater to the needs of mining companies by providing creative campaigns that advocate for the adoption of updated mining technology. ## Related on Trend Hunter - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Creative Auto Campaigns](https://www.trendhunter.com/trends/electric-capri.md) - [AI-Lead Car Ads](https://www.trendhunter.com/trends/Be-Surreal-Be-Ford.md) - [History-Centric Advertisements](https://www.trendhunter.com/trends/royal-ontario-museum.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Caveman-Centric Running Campaigns](https://www.trendhunter.com/trends/craft-sportswear-brand-film.md) - [AI-Created Luggage Campaigns](https://www.trendhunter.com/trends/ai-campaigns.md) - [AI Travel Campaigns](https://www.trendhunter.com/trends/extraordinary-is-out-there.md) - [AI-Created Campaign Images](https://www.trendhunter.com/trends/martini.md)