Driver recruitment
The American Trucking Associations asked us to help them recruit 20,000 new drivers into the trucking industry. So we hopped inside the cab to learn why truckers love what they do. We expected a tough bunch of hombres riding their steel horses across the range, but instead we discovered a group of philosophers who hated the idea of being stuck indoors. They didn’t want to miss out on the world and loved being able to see what was around the next corner.
Suddenly we were envious of their jobs.