Harley-Davidson 115th Anniversary

The engine is legendary. The ride is everything.

Riders already know what a Harley feels like. When the Milwaukee-Eight debuted as the most powerful engine in the brand’s history, the temptation was to lead with specs. We didn’t.

We built the campaign around a simple truth: riding a Harley isn’t about what the machine does—it’s about why you ride in the first place. The Milwaukee-Eight became the enabler, not the hero. Our creative shifted the focus from horsepower and torque to the emotional experience of riding: the sensation, the freedom, the ownership riders earn rather than buy.

With 1,400 dealers worldwide as destinations, we owned the full ecosystem: paid ads, digital assets for web and email, test ride and open house event materials, dealer signage, and a 48-page dealer playbook guiding staff training, creative placement, and event execution coast to coast.

The engine is legendary. The ride is everything.

With 1,400 dealers worldwide as destinations, we owned the full ecosystem: paid ads, digital assets for web and email, test ride and open house event materials, dealer signage, and a 48-page dealer playbook guiding staff training, creative placement, and event execution coast to coast.

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