To change perceptions and give truckers pride, we came up with ‘The Art of Hero Truckers’ – a campaign that create meaningful truck designs telling real drivers stories - so they can carry it with pride in every road.

We turned the trucks' exterior into a moving display to change perceptions and build understanding on the road – where the tension stems from –, giving truck drivers a renewed sense of pride, boosting their self-esteem and improving their performance when they need it the most.