Destined to Lead

Background

As one of the world’s leading manufacturers of trucks, the Scania brand has a very strong position among truck owners as well as drivers. Now Scania wanted to reinforce that position even more in the long-haulage segment.

Challenge

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.

Solution

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.