| Synopsis | We took a brand that would naturally activate in petrol stations and used it to solve a bigger problem. Road accidents at night. To do so, we needed to introduce the brand in places where truckers spend most of their time. On the road. So, we launched the biggest on-the-move activation spreading over millions of kilometers. From Dammam in Saudi Arabia to Jeddah. Nutritionists, personal trainers, and doctors hitchhiked with truckers, all on a mission to help save their lives and encourage them to adopt healthier lifestyles |