Scania Outdoor SCANIA DRIVER COMPETITIONS 2012 - EXTREME CALL FOR ENTRIES CAMPAIGN by Crispin Porter + Bogusky Gothenburg

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SCANIA DRIVER COMPETITIONS 2012 - EXTREME CALL FOR ENTRIES CAMPAIGN

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Sweden
Agency Crispin Porter + Bogusky Gothenburg
Executive Creative Director Gustav Martner, Björn Höglund
Copywriter Jim Connolly
Producer Cecilia Svard
Photographer Mattias Berg Attributverket
Account Supervisor Kristian Jorgensen
Typographer Christían Knutsson
Released January 2012

Credits & Description

Category: Special Build
Advertiser: SCANIA
Product/Service: HEAVY TRUCKS AND BUSES, ENGINES AND SERVICES
Agency: CP+B
Chief Creative Officer: Rob Reilly
Executive Creative Director: Bjorn Hoglund/Gustav Martner
Creative Director: Mattias Berg
Copywriter: Jim Connolly
Art Director: Mattias Berg
Photographer: Mattias Berg
Typographer: Christían Knutsson
Account Supervisor: Kristian Jorgensen
Producer: Cecilia Svard
Account Manager: Alexandra Moberg
Account Manager: Alexandra Moberg
Other Credits: Design Director: Christian Knutsson Post Production: Jorgen Bengtsson

Ambient Execution Description
Scania make trucks. And to celebrate the drivers that buy them, every two years they hold a competition to find the world’s best truck driver.

To create buzz about the contest among the global trucking community, we produced an outdoor call for entries campaign – with a difference. We placed ads for the contest where only the most skilled truck drivers could see them: the Balsas road in Peru, one of the world’s most challenging, and dangerous, roads.

We created special build billboards that could be transported and placed along the challenging road – a first in media placement. Outdoor formed the basis for press and was also supported by a web documentary following one driver’s route along the treacherous road.