scania
buses & trucks

Led the creative strategy to differentiate communication between Scania’s bus and truck markets in Mexico. While the brand held strong recognition in passenger buses, truck buyers often leaned toward North American models for their aesthetics. To address this, my team and I developed the localized campaign “Made for Work” under the global platform “This is Scania.” The campaign celebrated the pride of workers and positioned Scania trucks as vehicles designed specifically for them. We also strengthened post-sales communications targeted at fleet operators, emphasizing ease of repair, warranty benefits, and long-term reliability.