An apparel line product launch Volvo Trucks transformed into a video manifesto with help from Union’s Studio team to oversee strategy & production.

Volvo Trucks | Studio Case Study | Union

Volvo Trucks Case Study

A leading heavy trucking brand with a commitment to improving the lives of drivers wanted to spotlight their new line of on-brand apparel, aiming to connect with the modern trucker. Union was approached to oversee the strategy and production, ultimately turning an apparel product launch into an inspiring video manifesto for the industry.

The Face of Modern Trucking

Volvo Trucks

Branded Content

SERVICES

While Volvo Trucks remains one of the most coveted brands when it comes to safety and innovation, the brand had a goal to modernize the industry through a new product and apparel line that embodied some of its own brand values – modern, sleek and comfortable. To make a statement online, Volvo Trucks needed a strategy, rich content and a thoughtful campaign to engage the trucking industry through digital interaction and awareness. In working with Volvo Trucks, Union understood that while the trucking industry has a high demand for drivers, there are often negative connotations or stereotypes attached to the work. Our team saw this apparel launch as an opportunity to counter these false perceptions of truck drivers and anchor the campaign with a bold, live-action spot that could paint a more accurate portrait of a day-in-the-life of a trucker.

I'm Not a Stereotype

BACKGROUND

Deciding on a strategy to launch the video on the Volvo Trucks website and social media channels, we simultaneously captured our photography throughout the shoot and minimized overall production costs for the project. Similar to the video, our Studio team was able to capture the driver and this new apparel in a way that could not only tell his story but the story of drivers across the country.

The Look of Progress

PHOTOGRAPHY

To give this powerful narrative a unique user experience, Union created a microsite with more flexibility than Volvo Trucks' Sharepoint-managed website could allow. With the hero video featured prominently on the main page, our team of designers included quotes from the video throughout the landing pages to let the driver's voice speak to our target audience. We repurposed the photography from as well as for a high-res brochure.

Going the Extra Mile

WEBSITE

Best of Show for BMA 
Best in Art Direction
Multiple American Advertising Awards
Multiple Telly Awards

Awards

The video produced for Volvo Trucks not only helped transform the brand’s image and extend its audience reach, but also became one of the highest award-winning bodies of work for Union.