BACKGROUND

The great majority of the goods we buy every day are distributed by road, but the demanding job of those who transport them is invisible to the public.

In contrast, truck drivers are always the first consideration at Iveco, a leader in the creation of solutions for drivers' working environment.

IDEA

Iveco wants to remind people how a truck driver's job is much closer to our daily life than we might think.

EXECUTION

To do so, we looked for a billboard of the best known and loved Italian brand, Nutella, on an Italian highly congested road (Via Stephenson in Milan), frequented by millions of travellers every day. Overnight, a huge 3D image of the New Stralis High-Way tractor was placed on this billboard, 20 metres off the ground, to convey a very simple message: "IVECO brings you everything you love". In this way we reminded people that nearly everything we love comes to us thanks to IVECO, truck drivers and their daily effort.