We took a fundamental  industry term, gave it greater meaning and dimension, and created a mindset that would change this brand.

 

This campaign struck a chord both internally and externally for a brand that was experiencing some tough times. The leadership at Navistar felt so strongly about the power of this message that it became so much more than just an ad campaign.

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The work we produced has been credited with having lifted the spirit of a beleaguered workforce as well as elevating the confidence of formerly dubious customers.

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We were able to take the brand from being "on shaky ground," to seeing its first profitable year in almost a decade.