To unveil Volvo’s new long-haul VNR trucks, we collaborated with Baldwin& on a campaign designed for intrigue rather than convention. The idea was to generate authentic reactions from the very people who would drive them.
We staged a hidden-camera experiment at a busy truck stop, disguising the prototype in camouflage and capturing truckers’ candid responses. The resulting #WhatTheTruck campaign spread organically through CB radios, social media, and influencer chatter, sparking genuine curiosity.
Once the videos dropped, buzz turned into national attention. The campaign blended humor and mystery to deliver an iconic product launch, redefining how an industry leader connects with its core audience.
