Big brands deserve a big story; so an interesting TV program portraying the prowess of Kenworth trucks and the deep affection they’re held in, created a prestige image befitting such monster motors.

Client brief:
Dramatically capture and depict the quality and passion of our Australian design and manufacturing process and show the outcomes of this – including
better return on investment, longevity, reliability and resale value -
from our customers’ perspective.

ABT Brand Experience
As we had clearly identified that Kenworth is a valuable brand in its own category, we decided to set out the rational and emotional drivers behind
purchasing a Kenworth vehicle. Time-lapse photography on the production
line detailed how each truck is meticulously constructed and tested. We
interviewed Kenworth employees, managers and drivers for their personal
views on Kenworth’s impressive status. And, of course, we showed these
magnificent vehicles as heroes using both slick studio photographs and
real-life footage of varied Kenworth vehicles trucking across this vast
continent.

Results
Kenworth stakeholders positively responded to a compelling and insightful
look into precisely why Kenworth is a brand leading, excellent quality
truck manufacturer.