- The brief:
In a clever and innovative way inform the biking public of the desirability of the genuine‘Hog’.
The thinking behind this brief was taking not only the bike, but also the Harley lifestyle into consideration.Once owning a Harley, a male/female transforms. Both their look and the way they spend their free time. A Harley biker is known for their unique style, for example leather, glasses and bandanas. The idea behind this brief is how Harley Davidson transforms you. From the ‘normal’ person at work, doing your daily routine to the fun loving wild alter ego on your Harley. Experiencing the open road whenever you can. It shows how Harley is always the best lifestyle and its something to look forward too. It ultimately gives you respect and gets you noticed everywhere you go.
- Poster/ Press campaign.
- Mirrored ad campaign placed in magazines and toilets. To give a taste of the 'Harley effect'.
- Poster/ Magazine
- Photographed products that were made.
Above, double use toilet roll holder. For the average guy uses loo roll, and for the wild, 'real man' Harley rider uses sand paper.
Below is a double sided napkin. For the average guy who uses a napkin at the table, and when he becomes a Harley guy uses the other side as a bandana.