Work

UD Trucks

CASE STUDY: UD Trucks – Storytelling That Drives Change

The Ask
Facing a shrinking workforce, tighter trucking regulations, and a shortage of drivers, UD Trucks needed a new way to showcase how its innovations—such as automatic gearboxes and all-round disc brakes—make trucking more accessible. The goal was to highlight these technologies not just functionally, but in a way that addressed societal issues like gender diversity and labor shortages in Japan.

The Solution
We created a narrative-led video series centered on a mother and professional truck driver, whose story brought emotional depth to UD Trucks’ technical advancements. The campaign reframed truck driving as a viable and empowering career for women, showing how technology lowers entry barriers in a traditionally male-dominated field. The sequel was featured at the Tokyo Motor Show 2020 and the series continues to support internal communications and brand storytelling.