Tick, truck, tick, truck
TBWA Stockholm built a clock out of trucks and let it run for 24 hours.
No effort is too great to attract attention on the international advertising stage. Even if trucks are not a mass market and purchasing decisions are more likely to be based on criteria such as experience or conditions. But the masses still like it. TBWA orchestrated 14 Scania trucks on a 70,000 square meter area as a functioning clock. For 24 hours.
Precision, reliability and, of course, the crucial factor in the freight forwarding and transportation business: time. The drivers alternated within the driver's cab every two hours. Each truck was set up to perform the required "task" in the clockwork with the minimum fuel consumption.
An enormous effort that only really becomes comprehensible in the making-of. And once again, humanity can tick something off its bucket list - thanks to advertising. Clock built with trucks and run for 24 hours - check. And one thing is clear: the next truck will be a Scania! (hae)
