Brand Campaign
They are 3.5 million strong,
Logging hour after hour,
Mile after mile.
Working day. And night. And day. And night.
They are America’s truck drivers.
And to each and every one we say
Thank you.
For your commitment,
Dedication,
And of course, your drive.
Kenworth Trucks “Thank you for your drive”
First created for the 2019 American Trucker Association’s Driver Appreciation week to celebrate all professional truck drivers for their hard work in tackling one of our economy’s most demanding and important jobs, our “Thank you for your drive” campaign became even more relevant in May of 2020. The campaign celebrated the 3.5 million drivers—often the unsung heroes of the pandemic—who rose to the occasion by working even longer hours and making more personal sacrifices to deliver materials, supplies, food and fuel that had become scarce since the COVID-19 pandemic disrupted the nation’s supply chain.
PROBLEM
Hydrogen’s “Thank you for your drive” campaign offered a moving, heartfelt thank you to these unsung heroes our country depends on day in and day out. The role of Kenworth was one of respect and empathy—these drivers were, and remain today, the inspiration for the Kenworth T680, known throughout the truck community as The Driver’s Truck™.
SOLUTION
Print Anthem Print ads
Bill Madden
Western Region Sales Manager
Heavy Duty Trucking Magazine
I was moved by the Kenworth driver appreciation ad campaign because it shows the respect Kenworth has for drivers. The message reinforced Kenworth’s commitment to both driver and fleet owner needs, and I am confident the message resonated with executives whose priority is retaining drivers in an increasingly-competitive field.
RESULTS
Combined with grassroot efforts including truck stop bag lunches to help feed drivers when facilities were on lockdown, Kenworth helped raised awareness of America’s often unappreciated essential workers.
Planned Parenthood Services Campaign
TikTok, Snapchat, OTT, CTV, Display and Retargeting
Kenworth Truck Company-100th Anniversary Print and Digital Campaign
WSECU-Awareness Campaign
CTV / Online Video / YouTube, Digital Display, Meta (Facebook/Instagram), Linkedin, Snapchat, TikTok, Digital Out-Of-Home, Native Advertising, Paid Search
Planned Parenthood Low-cost Health Care Awareness Campaign
“Answers, Not Judgment” campaign boosts WSECU membership among young adults by 27%
B2C Video Production, Paid Social, Display and Native
