TPG is growing fast and struggling to recruit new drivers.

We were tasked with creating an impactful recruitment campaign, promoting diversity and focusing on hiring more women.

The challenge? Breaking stereotypes. Driving is a job that demands a range of key qualities but is still undervalued.

Our concept: a human-centered, inclusive campaign showing that anyone could have “the right profile.” The result? 210 drivers recruited in just three months – instead of the planned 160 in a year.