VOLVO TRUCKS: THE TOWER

In the trucking industry, releasing one truck is a huge project. But releasing four at the same time is almost unheard of. To demonstrate the power and strength of Volvo’s four new vehicles, we decided to go big. Really big. So, we created a colossal 15-metre, 58-tonne truck tower, stacking the trucks on top of each other. And on top of it all, we put Roger Alm, President of Volvo Trucks. It was all made possible thanks to the new bogie that can carry up to 38 tonnes.

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We also created a behind the scenes film to demonstrate how this gigantic creature was constructed.

Before we released the film, we dropped a cryptic teaser to build anticipation for the big launch.

We also put up a 700 sq. ft. billboard on Gothenburg’s tallest building, Gothia Towers.