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TRUCK-DRIVING MEN (AND WOMEN)

15/01 2010 // aaron

Last year, together with our friends at Radius, we won a tough five-way pitch for ITD, the trade association of the road transport sector in Denmark. The association’s most pressing need was to improve the image of its members and so we immediately started work on a campaign to challenge the various misconceptions and negative stereotypes of the general public.

The central creative element of the campaign is a music video TVC that will launch in late Spring. Because we want to show Danes that lorry drivers are regular people doing vital work in keeping Denmark running, everyone in the video will be an actual driver.

Late last year we launched a recruitment site where we informed ITD members what the campaign was about and gave details on how to apply to appear in the final film. The response was overwhelming, with several thousand signing up.

Since then we’ve been on the road, holding casting sessions and generating lots of good PR:

Markedsføring has the story

TV2 gave us coverage

As did TV2 South

DR’s P4 were on the scene

And DR Update

And last but not least, we featured on Køge TV:

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