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By Laurie Fullerton, Freelance Writer

July 13, 2017 | 3 min read

Volvo Trucks North America has achieved a Guinness World Record as it unboxed one of the largest objects ever delivered, a Volvo VNL, Volvo Truck.

Creating a buzz around breaking a record, for the strategic launch of their new model, Volvo VNL, Volvo Trucks recruited the assistance of three-year old Joel Jovine to assist with the unboxing. Joe happened to have a passion for Volvo trucks, according to a report in the Guiness World Book of Records.

Volvo breaks Guiness World Book of Records

For the title, the silver VNL model was packed away inside of a 80’ x 14’ x 18’ box, which was opened with the help of the child.

In order to obtain the record, the box had to completely encapsulate the Volvo VNL and had to be opened manually, without tools. Further, the truck had to be removed from the box without destroying the box during the process.

Adjudicator Michael Emperic was on site to verify the record, and make sure that the packaging was also made entirely of standard box materials – cardboard and cellophane.

Magnus Koeck, vice president of marketing and brand management for Volvo Trucks North America said: “Setting a Guinness World Records title is truly remarkable, but what was most rewarding for me was seeing Joel become so excited seeing the new Volvo VNL 760 revealed when he opened the box.”

Credit for the developing the campaign goes to the same Swedish agency Forsman & Bodenfors, whose “Live Test Series” included the “Epic Split” spot starring Jean-Claude Van Damme a few years back as well as "Look Who's Driving" which featured the four year old Sophie.


Client: Volvo Trucks North America

Product: Volvo VNL, Longhaul truck

Title: The new Volvo VNL – The world’s largest unboxing

Advertiser Supervisor: Rick Giamportone, Manager Launch Communications, Magnus Koeck, Vice President, Marketing & Brand Management

Agency: Forsman & Bodenfors

Account Directors: Cilla Pegelow, Olle Victorin

Account Manager: Britta Malmberg

Art Director: Kim Cramer, Anders Eklind

Copywriter: Björn Engström, Martin Ringqvist

Designer: Jerry Wass

PR Strategist: Bjame Darwall

Planner: Tobias Nordström

Agency Producer, Film: Lena Sellman

Agency Producer, Digital: Peter Gaudiano

Production company: Acne

Producer: Lars Nordenson

Executive producer: Petur Mogensen

Media Partner: Oath

Director: Torbjörn Martin

Music: Jonas Quant

Music Supervisor: Markus Bergkvist

Editor: Torbjörn Martin

Postproduction: MediaMonks

Sound: MediaMonks

Social media: South Agency

PR: Ogilvy, Oath, Volvo Trucks

Volvo Trucks B2B Marketing Marketing

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