2012 Results

CAT 19 - Corporate Image (TVC)


CP+B Scandinavia (SWEDEN)

Scania, "Scania Driver Competitions"19-04492-TVC

Agency (city): Crispin Porter + Bogusky, Gothenburg

Creative Director(s): Mattias Berg

Copywriter(s): Jim Connolly

Art Director(s): Mattias Berg

Film Director(s): Mattias Berg, Jim Connolly

Photographer: Mattias Berg

Chief Creative Officer: Rob Reilly

Executive Creative Director: Gustav Martner and Bjorn Hoglund

Client Service Director: Kristian Jörgensen

Account Manager/Content Supervisor: Alexandra Moberg

Design Director: Christian Knutsson

Post Production: Jorgen Bengtsson

Film Producer : Cecilia Svard

DOP: Paul Blomgren

Sound: Joacim Starander

Editor: Erika Gonzales

Colour Grading: Anders Hjelmström/Pixelpost

Short explanation

Scania wanted to be seen as the brand that really champions the truck driving community. To promote the competition we were asked to create content that would celebrate, and highlight the skills of truck drivers. Something that would set the bar high for truckers all over the world.

Our answer was to follow one man's journey on his daily route along one of the world's most challenging and dangerous roads - the Balsas road in Peru.

The online film had over 100,000 views on YouTube. It was picked up by trucking blogs everywhere - exposing the competition all over the world. Strengthening the image of Scania as the truck driver's champion.


Scania are the world's leading truck brand. And every two years they hold a competition to find the world’s most skilled truck driver.