Those Who
Move the World
International needed a campaign that would make them relevant in a crowded market and build lasting brand allegiance.
Services / Strategy, Planning, 360 Campaign
Client / International
In a category obsessed with uptime, total cost of ownership, and payload, we moved the spotlight from the machine to those who drive it.
The campaign made heroes out of the drivers and celebrated their grit, their grind, and their essential role in delivering the way of life we expect and depend on every single day.
The campaign made heroes out of the drivers and celebrated their grit, their grind, and their essential role in delivering the way of life we have come to expect and depend on every single day.
We reconnected the International brand with the people who matter most: the drivers. By tapping into a deeper emotional truth — that truck drivers deliver every single thing in our lives — and pairing it with the launch of the S13 Integrated Powertrain.
To go deeper, we created a docuseries that put the camera where the work actually happens. No scripts. No polish. Just real drivers facing real stakes—weather, deadlines, breakdowns, missed holidays—doing whatever it took to deliver. These weren’t influencers or spokespeople. They were salt-of-the-earth professionals who endure sacrifice without asking for credit, because getting the job done isn’t a choice. It’s who they are. The series didn’t dramatize the work. It respected it. And in doing so, it showed exactly what “Driven to Deliver” really means.
The campaign helped shift perception from product-first to people-first, while still spotlighting the performance gains fleets and owners care about. The work resonated with prospects who hadn’t considered the brand in years and laid the foundation for a more unified, purpose-driven voice across all channels. Because when you lead with truth, performance follows.
The work resonated with prospects who hadn’t considered the brand in years and laid the foundation for a more unified, purpose-driven voice across all channels. Because when you lead with truth, performance follows.
