FREIGHTLINER

Survival of the Fittest

To position Freightliner’s Cascadia Evolution as the natural selection for a brave new world, we created “Survival of the Efficient,” a campaign that cruised through a post-apocalyptic landscape of old trucks that failed to evolve with the needs of their customers. The work generated excitement and increased volume as seen below.

32%

increase in dealer inquiries

10,000

trucks ordered just five months into the campaign