The "Heritage Relaunch" Campaign

DAF Trucks is the premier commercial vehicle manufacturer and environmental transport leader in Europe. This legendary Dutch brand became a subsidiary of US-based PACCAR Inc. as it was launching a new product into an important new category.


They required a brand re-launch at a scale sufficient to attract and engage the entire European transport market of fleet owners, transport company owners and truck drivers. To launch a first-in-category vehicle, we created a story experience with the strength of attraction that helped DAF Trucks to become the fastest growing truck brand in Europe.