Industry Craft > Photography
PARADE
ARNOLD WORLDWIDE, Boston / PROGRESSIVE INSURANCE / 2019
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Cultural/Context information for the jury
Truckers have been the backbone of the USA throughout history, keeping America moving forward. Our target audience of truckers are white males, ages 45-69, with varying experience levels. But despite their varying experiences, they all share the same sense of pride in their work. They are continuously looking to succeed in their work but are held back by the realities of the job. Truckers are proud of the work they do, but they are often overlooked by those outside their industry. Progressive aims to celebrate and showcase truckers as the backbone of this country.
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