Freightliner has paid tribute to the Australian trucking community in a campaign to launch the new Cascadia model.

Created by independent agency Akkomplice, it is the first major integrated campaign from Freightliner in several years.

Akkomplice founder and creative director, Kenny Hill, said the aim of the launch film was to build a sense of empathy.

“At a time of such uncertainty we were keen to demonstrate empathy with the Australian trucking industry and inspire confidence that the Cascadia has arrived as the new forward-focused leader in the market,” he said.


The campaign was shot in a number of locations on either side of the border between Victoria and New South Wales. Production of the film, done in collaboration with Betty Wants In, wrapped just days before the border was closed due to COVID-19 restrictions.

Stephen Downes, director Freightliner Trucks Australia, said the launch of the Cascadia and its campaign was a milestone for the company. The Cascadia is the number one selling heavy-duty truck in America, and carries leading safety and fuel economy technology.

“The arrival of the Cascadia represents the most significant launch for Freightliner Australia in over 20 years and is the result of $100 million of investment and over a million kilometres of testing. This is a pivotal moment for our business and we are delighted with the new work from our Akkomplice partners,” Downes said.

Akkomplice won the creative account for Freightliner in 2018.