Shell Global created “Postcards”, a social media campaign that lets long-haul trucker drivers showcase their stories and share messages with their families back home. At the heart of the campaign is a series of films, shot on location on the Sichuan-Tibet Highway, a high-elevation road between Chengdu and Tibet that’s renowned as one of the most dangerous in the world. We cast real drivers, who were transporting freight and railway car parts for the construction of a railway in the mountains, in truck stops and coffee houses outside of Chengdu. The drivers were invited to create digital postcards for their children back home, which were shared with their families – and promoted on WeChat and other social channels.