Freightliner, maker of one of the most advanced heavy-duty trucks on the road, the Cascadia, is launching a powerful new campaign this week via independent creative agency partner Akkomplice.

Targeting owners and drivers alike, the campaign has a bold confidence that matches the ruggedness of the truck itself. To show off the Freightliner Cascadia’s serious heavy-duty capabilities, the agency team literally went to haul and back in the Australian outback. Shot around Hughenden, four hours inland of Townsville, the Cascadia was put through its paces by Akkomplice and renowned Australian auto film director Jolyon Watkins and photographer Cam Murray.

Says William Keaney, marketing manager at Freightliner: “We’re up against some big players in the industry, who have a loyal base of rusted-on customers, so we knew we had to make an impact, not just make some ads.”

Says Kenny Hill, founder, Akkomplice: “There’s a long list of rational reasons to buy a Cascadia but to win minds, we first must win hearts – so with this campaign we doubled-down on the compelling emotional takeout of confidence that customers get from Freightliner.”

Says Glenn Dalton, chief creative officer at Akkomplice: “One of the best pieces of creative advice I ever received was to start with the poster. If it works in a billboard, it will work anywhere. We assembled a great crew to pull this off and are thrilled with the result.”

The campaign is live across large format OOH, social and digital channels, print, TV and integrated dealer collateral. A suite of customer testimonial content, also produced by Akkomplice, retargets viewers of the new campaign in print, video and social, with firsthand praise for the Cascadia.

Along with Freightliner, Akkomplice is the lead creative agency for FUSO and Mercedes-Benz Trucks in Australia, all within the Daimler Trucks business.


Client: Freightliner Trucks
Stephen Downes – Director
Will Keaney – Marketing Manager

Agency: Akkomplice
Glenn Dalton – Chief Creative Officer
Kenny Hill – Founder
Jack Clark – Account Director
Nathan Herbertson – Design Director
Ellen Valerio – Editing and Design
Soraya Darwish – TV Producer
Chris Erickson (TopicVisual) – Retouching

Production: Orange Block
Jolyon Watkins – Director
Alan Robertson – Producer
Cam Murray – Stills Photography
Andy Stalph & Drew Moden (Mr Fox) – Offline editor
Felicity Stalph (Mr Fox) – Online Editor
Liam Annert & Bec Ivanov (Rumble Studios) – Sound Design

Published on Campaign Brief

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