Header for the case study.
We rocked the 100 million mark 
in China with an emotional
social media campaign that
connected truck drivers on 
Father's day with their families. 

Behind the campaign:
Living the life of a truck driver means living a life in isolation.
With more than 300 days per year on the road truck drivers 
live half their lives in separation from their families. 
Shell China helped those truckers to share their stories, experiences 
and messages in the form of video postcards for their loved ones.

Key Achievements:
– Over 100 million media impressions on the social media networks in China. 
– Over 10,000 positive comments from the truck driver community.
– Over 6,000 truckers have created their own content
– A massive +1300% spike in user traffic of the regional Shell domain.
– Successful collaboration between JWT Singapore, Shanghai and London and Shell Texas, London and China.


Scroll down to discover 
all the ins and outs!



_1_

Watch Chen's heartfelt
message to his kids.


Key Frames
Title frame for the first episode 'Hand in hand around the world'. Content series for social media purposes.
Drone shot of the truck drivers in the mountains of china. Inspirational and emotional content film.
Drone shot of the truck driving through the mountains of china. Inspirational and emotional content film.


_2_

Watch Li's emotional video
postcard to his daughter. 



Key Frames
Title frame for the first episode 'I am coming home safe'. Content series for social media purposes.
Drone shot of the truck driving through the mountains of china. Inspirational and emotional content film.
Drone shot of the truck driving through the mountains of china. Inspirational and emotional content film.




_3_

Watch Yan's message 
to his son. 


Key Frames
Title frame for the episode 'A message from heart' '. Content series for social media purposes.
Key frame of the inspiration
Key frame of the emotional film. In the middle of china.



_4_

Watch Li's postcard 
from the road:


Key Frames
Title frame of the episode 'A letter about love and family'. Content series for social media purposes.
Drone shot of the truck driving through the mountains of china. Inspirational and emotional content film.
Drone shot of the truck driving through the mountains of china. Inspirational and emotional content film.

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