Road show – and tell

Barloworld Transport, a company focused on moving the economy, is showcasing South Africa’s roads on Instagram through a novel collaboration with some of South Africa’s top Instagram gurus.

The account, @barloworldtransport, will publish images “of our beautiful country and beyond its borders”, as seen through the eyes of its long haul drivers.

Rosa McLaren, marketing manager of Barloworld Transport, says, “The idea behind this initiative is to tell a story, through visuals as well as words, from the perspective of the people who spend much of their lives travelling the roads of South Africa.

“They have a unique view of our country. We want this to be inspirational and conversational, to let the viewers feel and understand the beauty of the country that our drivers get to see every day. We hope to touch our followers in some way and inspire them to travel, explore and experience our country.”

Barloworld Transport has teamed up with Hello Square to create an account aimed at looking at transport in a different way. Hello Square CEO Wayne Manning says, “We see trucks on the road every day, but most of us forget about the drivers who keep the wheels turning. The people who spend their days feasting on the beauty of South Africa’s roads and endless horizons. For this campaign we wanted to visually showcase our country through the eyes of the drivers, and what better platform to achieve this than Instagram? We are very excited to share their year-long story, so that we can celebrate the  Barloworld drivers and the rich beauty of South Africa.”

None of the Barloworld Transport drivers are taking photos for this campaign while they are on the road, driving (in fact, they are not taking photos at all). The campaign is snapshotting the visual feast seen through the drivers’ eyes, and to showcase the ever changing window to their world. With this in mind Barloworld Transport partnered with a team of local Instagrammers who shared a love of the road. They were briefed to capture this journey for the rest of the world to see based on the routes that the drivers travel on. The scenic routes are seen through the drivers’ eyes, as a way of capturing their view of the roads, and hence Barloworld took a lens to their world using professional photographers.