Japan's trucking industry was facing a perfect storm: a shrinking workforce, tightening government regulations, and a deepening shortage of licensed drivers. At the same time, societal conversations around gender diversity and workplace inclusion were gaining momentum.
UD Trucks needed a new way to showcase its innovations, including automatic gearboxes and all-round disc brakes — not merely as engineering achievements, but as meaningful solutions to real human challenges.
The brief was clear: show how UD Trucks technology makes trucking more accessible, safer, and more appealing — especially to demographics traditionally underrepresented in the industry.
