Cowan Systems

Cowan Systems is a leader in the transportation industry, providing its customers, including many Fortune 500 businesses, with the highest quality service for over 90 years.

Project Goals

Stand for Something

Making a statement doesn’t just start with taking a stand, but by continually rising to the occasion when it’s needed most. And that’s something that Cowan is no stranger to. For 90 years, they’ve innovated, supported, and grown the trucking industry in this company and have the miles logged to prove it.

We were tasked with creating  a rallying cry for Cowan’s drivers. Recognizing those that move the world while most of us are sleeping, we chose to highlight the people who drive not only the trucks but the company. A  video and corresponding radio ad serve as an opening salvo in the 2021 “For The Driven”  campaign to expand the spotlight on Cowan’s recruitment efforts.

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