Volvo Trucks

The Face of Modern Trucking

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.

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I'm Not a Stereotype



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.



Going the Extra Mile

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