The Impossible Statue

Client: Sandvik Group

Sandvik’s Impossible Statue, a modern engineering masterpiece, is a collaboration over 500 years between five of the world’s greatest sculptors, representing France, Italy, the US, Germany and Japan. It was created to challenge perceptions about what AI and state-of-the-art digital manufacturing can achieve, build brand awareness in key markets, generate leads and attract tech talent.

Current Global’s earned-first strategy intentionally tapped into debates about AI’s creative role, sparking global conversations at a time when cutting through the noise around artificial intelligence was becoming increasingly challenging. This campaign wasn't just about reshaping perceptions; it was about redefining what's possible in B2B storytelling in a way that resonates in different markets and cultures. Our approach generated 700+ pieces of coverage in 66 countries; notably almost a fifth of this landed in the US, Sandvik’s priority market – amazing for a campaign by a Swedish manufacturing company led by a team in the UK. The Statue also became a go-to example in wider reporting on what cutting-edge manufacturing and AI can achieve, and images of the statue illustrated major stories about EU AI policy in European media, making it a visual representation of 2023’s biggest tech trend. Ultimately, the campaign generated a surge in sales leads and 35% more interest in jobs at Sandvik. Like Sandvik, we didn't just talk innovation… we sculpted it.