The Volvo FH’s “Make History” brand positioning, a favorite truck on worlwide roads, took on a new meaning with the crisis caused by the Covid-19.
In these circumstances the new campaign “Heroes of the Road” created by SoWhat agency for Volvo Trucks, proposes that “making history is moving forward, even when everyone had to stop”, recalling the truckers’ mission of transporting medicines, food and, above all, hope that the world does not stop.
The campaign was designed for Brazilian market, but after knowing about the message, Volvo Trucks request the effort to expand to other languages ​​and countries, carrying messages such as “despite the distance, we are thousands running together.
Making history is advancing with the certainty that the storm will pass ”.
So the campaign was adopted by the company globally – including versions in English, Portuguese and Spanish, asking truck drivers to assume the heroic mission of moving forward to keep cities supplied.

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