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Detroit Diesel: Creative

Detroit Diesel engines and quality parts—it’s what’s on the inside that counts.

In the trucking components category there are many brands that have comparable offerings, and all make claims of similar benefits. How do you stand out from the competition? We leveraged the heritage of Detroit’s legendary engines, but also went beyond to position them as a provider of the industry’s best solutions. And we did that by showcasing their components in a unique and innovative way, ghosting images inside the components to communicate the benefits they help to deliver—keeping trucks moving and getting the job done profitably.

Video to celebrate Detroit's 80th anniversary.

Video Stats

On Facebook, the 80th Anniversary Video post was the most viewed, shared and overall engaged with post of 2018.




Key brand as friend driver: story

When you have a legendary reputation in the industry, it pays to tell that story in a unique, authentic and intriguing way to capture the attention of buyers vs. trying to win on features and benefits.

About Brand as Friend Learn more about Brand as Friend >>

Artboard 1


Detroit Diesel




Cars & Trucks


Branding, Digital & Direct, Media Planning & Buying

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