Perhaps unboxing videos capture the thrill of anticipation? They are certainly popular – all the more so when they feature children.

Unboxing New Spiderman Battery-Powered Ride On Super Car 6V Test Drive Park Playtime Fun Ckn Toys, which was uploaded to YouTube in March 2016, is getting close to 220 million views.

But Volvo has gone one better. It has set the Guinness World Record for the largest unboxing. Everyone should know by now that Volvo’s Live Test Series and Epic Split agency, Forsman & Bodenfors, doesn’t do little stunts. So, of course, it set about to create the largest unboxing ever for Volvo Trucks. Setting the Guinness World Record for doing it is an understandable corollary.

To box the Volvo truck that is 72 feet long and weighs 16 tons, F&B created a carton 80 feet long, 14 feet wide and 18 feet high, made primarily of cardboard and cellophane and based on classic toy-package designs, including Volvo’s own die-cast model truck boxes.

To set the record, the box had to completely encapsulate the Volvo VNL and then needed to be opened manually, using no tools. The Volvo also had to be removed from the box without destroying the box during the process. The box had to be made of normal box materials but internal reinforcement was permitted as long as it didn’t take away from the experience of the unboxing. The dramatic impact of this unboxing was inherent.

Three-year-old Joel Jovine added the all-important cuteness factor – without a script. His natural excitement is palpable. “I love my truck,” he states at while he explores it before he is taken on a ride in the truck with a professional driver.

“Setting a Guinness World Records title was 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,” stated Magnus Koeck, vice president of marketing and brand management for Volvo Trucks North America.

“It’s a great feeling to know both young and old have such affinity for Volvo Trucks and our values.”

Credits:

Client: Volvo Trucks North America

Agency: Forsman & Bodenfors

Art directors: Kim Cramer & Anders Eklind
Copywriters: Björn Engström & Martin Ringqvist
Designer: Jerry Wass

Account Directors: Cilla Pegelow & Olle Victorin
Account Manager: Britta Malmberg

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
Director: Torbjörn Martin
Music: Jonas Quant
Music supervisor: Markus Bergkvist
Editor: Torbjörn Martin

Post production: MediaMonks
Sound: MediaMonks
Media Partner: Oath

Social media: South Agency
PR: Ogilvy, Oath, Volvo Trucks

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