After 30 years of celebrating its anniversaries every five years, Harley-Davidson needed a different approach. The past celebrations had become very product focused and frankly, very expected parties for the brand’s aging faithful.
We were responsible for the creative strategy for the motor company’s 115th celebration. A reinvention from the ground-up that focused on bringing motorcycle culture to the core of the celebration attracting a whole new, younger audience that was already causing an uprising within the sport. It was all about celebrating 115 years of rallying, racing, and riding.
We defined the experience from the launch to the wrap-up party. Some highlights of this 360º approach included:
• Shared content of Rides Home from all four corners of the US featuring riders telling their own stories of their journey
• Moto-culture race events: Bradford Beach Brawl in Partnership with “The Race of Gentleman”, Flat-out Friday, Hill Climb and Drag Racing
• Moto-carnival featuring a high-wire thrill show, wall of death stunt show, live music and much more
• Exclusive street parties across five different neighborhoods, each uniquely focused on culture, art, food and music
• Motorcycle Film Festival featuring four specially selected films that highlight motorcycle culture’s rich history
• Invitational custom bike builds and shows
• The largest ever motorcycle parade featuring over 6,500 riders
Role: Creative Director
Agency: Havas Sports & Entertainment