How do you grab the attention of a younger demographic for a crystal brand?

​The brief was to launch Punk, an anarchic design by Anke Buchmann out of Central St Martin's college in London.

Putting Punk and Crystal in the same sentence just made us want to smash it. So we did! We created multiple moulds of the glass (reflecting the actual mould process that takes place to make the design) and smashed them, blew them up and generally destroyed the joint!