Progressive Commercial had a relevance issue with truck drivers. Under the strategy of “hero” and “help” we began to shift Progressive from an outsider to an insider. I’ve helped develop big brand ideas, led experiential executions, video content, social media, branding and print projects.
Two different booths for different events were created to celebrate truckers through art and music. Each launched a free trucker song for download that supported a popular trucker charity.
An important initiative for Progressive is trucker health. I helped to develop a cab cooking sweepstakes as well as video content to help teach truckers new hobbies in their downtime.