Meant for the Road

Don't ask me though, you are educated; I'm just a driver.

Just a driver, was a common theme amongst the employees interviewed for the Meant for the Road campaign with Westcan Bulk Transport. The lack of respect for this group not only exists outside the industry, but inside it as well. Society has developed a false, and negative perception of truck drivers - a stigma internalized by the drivers themselves.



Meant for the Road was launched not only as a recruitment campaign, but as an attempt to elevate the driving industry as a whole? presenting a more accurate portrayal of what it is to be a driver today.



Passion-ambition-skill-dedication-family. The full video campaign was launched online across Facebook, Google Display, Instagram, YouTube, and a dedicated landing page. On YouTube alone, the video component received over 400,000 views.