Destined to lead

Scania is one of the world's leading manufacturers of trucks and the brand has a very strong position among truck owners as well as drivers. Recently Scania wanted to reinforce their position within the long-haulage segment. LEON took on the challenge, from finding the right idea and concept to producing the multi-channeled solutions.

The assignment demanded a bolder and more unique visual expression within the brand frame. Scania wanted an internationally functional message and imagery powerful enough to communicate regardless of media channel.

After a deep dive in the soul and business of Scania, LEON had a knowledge base solid enough to communicate both brand and benefit to Scania's customers in a striking manner. The imagery was simplified, the tone of voice sharpened and the drama intensified. The dormant emotional values were sought out and brought to the surface. As a result a communication platform, built on long-term strategy with possibilities for tactical campaigns, was presented. LEON took charge of the whole chain, from strategy and idea to multi-channel production.


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