If you know about marketing to the light asset transportation business, you know it’s a category defined by stock imagery and a dry, straight-forward tone.

To stand out, we took a different route, creating a humorous campaign centered around a talking cow and egret. Why a cow and egret? Well, it just so happens, in real life, they often appear together by the side of the road. Thus making them ideal spokesmen (or spokesanimals) for a bold, challenger brand like RXO.

Featuring 30+ films of varying lengths, this campaign demonstrates that to create memorability in B2B, sometimes, the best road is the one less traveled.