For a brand that only celebrates every five years, their anniversary playbook had gone stale: stages with cover bands, outdoor dealer-style displays, rally rides, rinse and repeat. We saw an opportunity to reconnect with the culture that made Harley iconic in the first place.
Our strategy centered on modern moto culture and the younger riders reshaping it. We built a five-day festival rooted in rallying, racing, and riding: moto-circus, hill climbs, indoor flat track, beach racing, and neighborhood takeovers that became destination street parties. Art installations, invitational bike builds, live music, and a nationwide content series let riders tell their own stories.
Results:
88 events across 27 venues
260K+ attendees
43M+ social video views
200M+ media impressions
6.5K+ parade riders
Role: Creative Director and Client Lead
Contribution: Creative Strategy, Experiential Activation, Design, and Content
Agency: Havas Sports & Entertainment