Volvo Gear

Volvo Trucks had some exciting new merchandise to roll out and asked us for a campaign. The style was very contemporary and unlike the typical USA trucker aesthetic. At the same time, Volvo had us immersing in their new brand, "Driving Progress", positioning them as the truck maker of tomorrow. Cleaner, safer, more efficient. I saw an opportunity to allow the progressive-looking gear speak for the brand positioning and scripted an idea about the type of next generation driver who would be wearing such gear and driving Volvo. The result was a video that showed the apparel under a driver's monologue about what it meant to be a trucker today—a Volvo trucker.

This video and the campaign as a whole, not only garnered a ton of awards, but the national organization responsible for recruiting new drivers into the trade used the video as a tool to spark conversation about needing broader, more diverse recruitment, including young people and women, into the industry as they are truly facing a "retirement cliff."

Campaign included all product photography and video, including lifestyle scenes and on-road. The creative team at my agency, Myjive, did absolutely everything; no outsourcing. We also created the website with ecommerce, a print catalogue for showrooms and mail, and designed large booth graphics for a special merchandising pad within their broader trade show scheme.