Volkswagen's Volksnet truck tracker system is extremely valuable for truckers, since they are often susceptible of having their cargo stolen, especially as they sleep. In order to get the word out about this truck tracking system, the São Paulo-based agency AlmapBBDO sent out a unique truck to deliver an advertisement rather than cargo.
A standard cargo truck was set up with a phosphorescent wrap that became illuminated and ever-visible, even in the black of night. Simple bold text was used to reiterate that cargo will never disappear. With the Volksnet Glowing Cargo, the truck was driven up major roads in São Paulo, serving as a way to show that your very precious cargo will never be out of sight. The ad is simple and extremely clear, since the trucks themselves serve as the messenger.