Brand sentiment transformation

harley-davidson

 

The Challenge

Create content suite that excites new potential riders about the future of Harley-Davidson, without alienating existing owners of the iconic motorcycle brand.

The Insight

As a brand with a 118-year legacy, Harley-Davidson means something unique to riders across generations. We needed to tell a story that bridged this gap. A story of how Harley-Davidson was exploring their roots to invent what is next. Their next chapter.

The Idea was TwoFold

First, to create a manifesto-led emotive film that takes viewers​ on an inspiring and exciting journey and leaves them informed, inspired, and ready to jump on a Harley.​ In the film, we start by exploring and championing Harley’s heritage, showing how far they’ve come and all that they’ve achieved.​ The film switches gears, going from a celebration of our past to our future-facing mission: to revolutionise the way we ride. The world over. The final section showcases our credible/incredible bikes​ in more detail, highlighting our permission to play in each segment, and our ambition to get more people riding more Harleys than ever before. ​ 

Secondly, as the first Adventure and Streetfighter bikes were crucial to this ambition, we needed a set of stills to debut these bikes to the endemic press. A strong first impression was everything. We captured a suite of hero shots showcasing their stunning design credentials, paired with riding shots of the bikes being put through their paces.

The assets debuted at the world’s largest international bike show in Milan (EICMA) and were further disseminated across Harley-Davidson owned social channels, earned press and more.

The Results

  • Effectively created buzz for H-D driving online mentions up 62%

  • The sentiment from international press shifted from a negative majority to natural / positive

My Role

I secured our position as lead creative agency on the project. Post brief intake, our International and US clients went through an internal restructure, creating unforeseeable challenges. As the scope evolved and expanded, I led the creative integration across 7-shoot locations, navigating between various production partners, directors and client stakeholders. We completed the entire project in just 6-weeks.

In addition to the press launch assets, we created a seamlessly interactive and press presentation which was presented at EICMA 2019.

I was applauded by our clients and colleagues for having the foresight and tenacity needed to get the work across the line under significant time, internal political and financial pressures.