Harley-Davidson is more than your typical old school motorbike. Don’t think about 50 year old guys riding their bike in the weekends. It’s about sports, adventure, freedom. Harley-Davidson never was younger than today. We had to show the full product range, and emphasize the richness of Harley-Davidson bikes.
THE STRATEGY
We radically chose an online approach with strong video features. Future pace: what would it be like if you’d own a Harley-Davidson?
What would you do in the weekends?
Of all the models: which bike fits you the most?
THE CREATION
We let surfers experience their perfect Harley-Davidson weekend via a campaign website. They start at home, and by letting them choose every aspect of their trip, they create their custom weekend. This emphasizes the freedom aspect and customizability of Harley-Davidson bikes. In the end, we show the surfers which bike would suit them best.We also added a contest to the site as an incentive: you can win a trip to Barcelona to celebrate the 105th anniversary of Harley-Davidson.
THE CREDITS
Client: Harley-Davidson
Contact: Jessica Riemsdijk
Agency: McCann Digital
Account team: Madelieve Timmermans, Margit Vervecken
Project Managers: Geoffrey Michiels, Madelieve Timmermans, Andries De Reyghere (Endrone)
Creative Director: Michaël Thuy
Concept: Michaël Thuy, Tanguy De Kelver, Tim Vercauteren, Lennie De Troyer
Strategy: Geert Keyaerts, Tanguy De Kelver
Art-Directors: Greg Pin, Gilles Deketelaere, Thomas Sauveniere
Copywriters: Michaël Thuy, Frank Van Venrooij, Peggy Dewael (EN), Michel De Schauwers (FR)
Sound and Music design: Thomas Sauveniere
Motion post production: Greg Pin
Development: Endrone
Motion producer: Sam Verhaert (Pimpz)
Motion camera: Hans Buyse (Pimpz)
Motion Light: Koen Braeckman (Pimpz)
Motion Camera-assist: Steven Van Den Broecke (Pimpz)
Wanna get in touch? Send an email to
Marcia Van Camp via marcia@mtfr.com.
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