When Cornelissen Groep, one of the biggest transport and logistics powerhouses in the Netherlands came to us, they had a clear cut dilemma. After acquiring a competitor and setting ambitious goals to double in size, Cornelissen found itself facing a familiar growth challenge: attracting more drivers, lots more drivers.

Initially, the request seemed straightforward: an HR recruitment video. But at ROSH Studios, we don’t just hit record, we dig deeper. Strategic sessions, number crunching, and deep dive conversations revealed something far more essential beneath the surface.

Cornelissen was scaling big, more trucks, more clients, more market share, but needed one thing to stay deliberately small: their culture. That tight knit, family vibe. The informal chats, easygoing approachability, pride, and team spirit that make drivers not just numbers but valued individuals.

This essence, the heart of #teamcornelissen, had to remain unshakeable despite rapid growth.

"De Verbinding" positioned drivers as indispensable connectors, linking Cornelissen not just internally but with the day to day world. The campaign captured exactly that, authentic stories from the heart of the cabin, highlighting real people, real pride, and real impact.

From concepting, storytelling, photography, and captivating video to guerrilla marketing, 3D animation, strategic digital pushes, and more, ROSH ensured Cornelissen's growth never overshadowed their core identity. The road to growth was clear: keep the connection strong. And at Cornelissen, connection drives everything.

To bring the De Verbinding campaign to life, we organized several shoot days and pulled off some spectacular stunts, always safely and responsibly, of course. That didn’t stop us from hanging out of a moving van or setting up a rain machine in our improvised studio.

Due to scheduling, availability, and budget considerations, we decided to build a fully equipped photo and video studio in one of Cornelissen’s satellite locations in Tilburg. Blue light plays a key role in the De Verbinding branding, so we installed blue LED lights under and inside the trucks and trailers to create the desired effect.

Because the campaign wasn’t limited to online channels, we also launched an offline guerrilla campaign: from wild posters and branded cargo bikes to a fully wrapped American truck, appearing at major events like Formula 1, Truckstar, and of course, the Huishoudbeurs.

Cornelissen