A Truck Goes to Work in Scania’s First Global Campaign from Åkestam Holst

In 2022 Swedish truck manufacturer Scania picked Agency Åkestam Holst NoA as a new partner. Now the first collaboration is rolling out, highlighting Scania’s new urban and regional electric trucks. 

The campaign centres around “new energy” – an expression used to describe vehicles with alternative energy sources to fossil fuels. However, and more importantly in this case, it’s also a common expression that is used when new co-workers join a team or a company.

“We wanted to surprise the audience by doing something different for electrification, and with this approach, we found a simple and fun starting point. The electric truck is treated as a new employee at the office. Someone who brings new energy to the mix.” said Johannes Ivarsson Brane, senior copywriter at Åkestam Holst. 

Eight films were produced in September, directed by Stylewar.