Tuesday, January 16, 2018
You are here:

TBWA\Stockholm Puts Scania Trucks On The Clock


Robert Goldrich
Thursday, Sep. 22, 2016


Log in or register now!

Tick, tock, truck. Scania has taken on the toughest challenge of them all—the race against time as devised by TBWA\Stockholm. A challenge that involved 14 trucks having to keep track of every second. Literally. At a deserted airfield in the middle of nowhere, Scania set out to create a gigantic clock made out of trucks—one that would run for 24 hours straight. 

When you operate in long haulage transport, being at the right place at the right time can make or break your business. This is why Scania put its new generation of trucks and services through the toughest test of them all—time itself. The process of setting up the world’s first clock consisting entirely of trucks required 14 trucks, 90 drivers and 750,000 square feet of deserted airfield. The gigantic truck clock “ticked” away for a full 24 hours starting on Sept. 20.

The trucks that made up the clock faced a variety of difficulties depending on which clock hand they were forming. The trucks that made up the second-hand had to drive on a round track in a perfect circle every 60 seconds for 24 hours. The inside truck had to maintain a constant speed of 13 km/h, while the outside truck had to hold a constant speed of 53 km/h. For the trucks making up the minute and hour hands, the challenge was to ensure a perfectly synchronized sequence of starts and stops. 

In order to maintain a correct, even speed while minimizing fuel consumption, each truck had to be carefully managed depending on their position in the clock. Scania fleet managers in the control tower were able to keep track of all the trucks and constantly monitor the status of each vehicle to avoid unexpected stops and keep wear and tear to a minimum. The drivers played a key role in ensuring that the whole operation worked smoothly. 

The clock was filmed using five different cameras, which allows viewers to switch between different angles on the scaniaclock.com website. Visitors to the site could also learn more about the project and the new generation of Scania trucks and services. 

The clock was set up to prove that regardless of whether you are hauling grain or fuel, transporting timber or building a 750,000-square-foot clock, Scania can always offer a solution tailored for any business.

A short film showcasing the feat was directed by Patrik Gyllström of B-Reel Films.


Client Scania Trucks Staffan Arvas, head of marketing communications. Agency TBWA\Stockholm Kalle Widgren, executive creative director; Alexander Fredlund, André Persson, Lina Franzon, Stephanie Moradi, creatives; Anna Bergström, producer; Håkan Engler, planner; Christian Styffe, graphic designer; Robert Schelin, executive client director. Production B-Reel Films Patrik Gyllström, director.

Category of ScreenWork: 
Media Type: 


<iframe width="560" height="349" src="https://shootonline.com/embed/68731/560x349" frameborder="0" allowfullscreen></iframe>


<iframe width="640" height="390" src="https://shootonline.com/embed/68731/640x390" frameborder="0" allowfullscreen></iframe>


<iframe width="853" height="510" src="https://shootonline.com/embed/68731/853x510" frameborder="0" allowfullscreen></iframe>


<iframe width="1280" height="750" src="https://shootonline.com/embed/68731/1280x750" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Tuesday, Jan. 16, 2018

FANCY Content has added Sophy Holland to its directorial lineup. This...

Tuesday, Jan. 16, 2018

A jubilant Ava DuVernay was named entertainer of the year at an NAACP...

Monday, Jan. 15, 2018

The next phase in data collection is right under your feet. Online clicks...

Sunday, Jan. 14, 2018

Meryl Streep, Liam Neeson, Taraji P. Henson and Paddington Bear and all...

Sunday, Jan. 14, 2018

Actress Eliza Dushku says she was sexually molested at age 12 by a stunt...

Sunday, Jan. 14, 2018

In a sweeping new sexual misconduct investigation, The New York Times...

Recent SPW Releases

Monday, Jan. 15, 2018

Visual effects powerhouse Rodeo FX was tagged to create 96 shots for...

Monday, Jan. 15, 2018

Over the past five years, Cody Stokes has crafted a busy career as a...

Thursday, Jan. 11, 2018

Duncan Alanson Spencer (1911-1999), the legendary Scenic Artist behind...

Thursday, Jan. 11, 2018

One at Optimus , the production arm of leading production and post house...

Thursday, Jan. 11, 2018

The One Club for Creativity, the world’s foremost non-profit organization...

Thursday, Jan. 11, 2018

The Directors Guild of America today announced the five nominees for the...