Role: Associate Creative Director, Writer
Project: Knowing what motivates your customer is the first step to speaking their language. And what we knew about the long haul fleet owners and owner-operators was that these are all just businessmen and women trying to do good for the bottom line. So no more glossy truck porn. No more unrealistic claims. Just real life on the road and the real financial benefits that come with driving a Frieghtliner.
Results: A massive shift away from all past work in both look and tone, this campaign firmly established Freightliner as a leader, and a friend to the industry, pushing sales past their top three competitors.