Client: Scania

Internal Branding Campaign for Scania

Scania changed the trucks, not the culture.

Kurppa Hosk collaborated with Scania to create an internal branding campaign that redefined and celebrated the company’s enduring culture and mindset. The initiative aimed to restore confidence, energize employees, and strengthen pride during a period of transformation, using authentic storytelling and global communication assets.

Insights

The core move was psychological, not visual: Kurppa Hosk says Scania’s challenge was that as sustainable fuel solutions changed the product, employees began questioning whether “what had always made Scania Scania” was becoming obsolete.
The campaign’s thesis was that Scania’s uniqueness “has never resided in the product itself” but in its way of thinking and working: “an uncompromising drive to push boundaries, ensure quality, and deliver a truly premium outcome.”
To avoid sounding like head-office messaging, the team built the internal campaign around personal employee testimonials and photographed people in key markets, then rolled it out with a global communication toolkit across all Scania markets.
Kurppa Hosk positioned the work as part of a broader global partnership with Scania running continuously since 2019, covering Brand Insight, Brand Strategy, Brand Experience, Brand Activation, and Brand Governance.
The campaign’s goal was to restore confidence, energize employees, and strengthen pride during transformation by reframing Scania’s identity as something transferable to new domains, technologies, customers, and even the driver community.