ENG / ESP

Motor Harley-Davidson


Limitless —

Ride x Freedom

Lovemarks can be a powerful thing—in one case, so powerful that an entire subculture has emerged around it. Harley-Davidson Inc., the world's largest manufacturer of heavyweight motorcycles.

Think about one of their motorcycles and immediately you form a picture of a rough-looking, bearded, beer-bellied, leather-clad, middle-aged motorhead. An iconic image for sure, but when you want your brand to have a more universal appeal, an image like this can be limiting.

Today, Harley-Davidson is looking to retain and reward the loyalty of these hard-core riders, leveraging its legendary appeal, and at the same time cross through its inherited boundaries to to reach younger and more diverse audiences. A strategy to keep the brand rolling forward.

Harley Days — Limitless

To help this vision, Harley Days were created. In this worldwide event happening in 11 countries, people of all ages and backgrounds gather to celebrate the love of riding and the beauty of a Harley—a motorcycle that for many, is a true art form.

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Harley Davidson festival commercial

Harley Davidson — #harleyrosa

ENG / ESP

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In 2015 Mexico City was about to celebrate its second Harley Days edition, when the local branch commissioned Brands&People to develop an offline and digital communication campaign, powerful enough to break attendance records.

Our challenge was to rev up a movement in the country, inviting riders and non-riders, from every generation , to experience the legacy of the brand and the love for a Harley motorcycle—not just as a piece of hardware but as the centerpiece of a lifestyle.

Vehicles of dreams and escape

To help the brand become truly inclusive, we started looking for common ground. We thought that, ultimately, everyone craves the opportunity to experience something exciting and a bit rebellious. The raw freedom and empowerment that comes from strapping on some black leather, head banging to good rock music and riding with adrenaline-inducing speed down the open road appeals to everyone. These feelings stir deep within all of us: men and women, young and old, seasoned riders and novices just looking for some fun.

With this in mind, we designed a stunning chrome-appointed 3-D graphic incorporating the classic skull and roses tattoo, quintessential hard-rock instruments, and beautiful pumping engines. All of them merged together to represent—and fuel—the power of the Harley lifestyle. This graphic, together with pulse-pounding messages, proved relatable and powerful enough to spark locals.

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Ride your destiny, ride for freedom

Harley Days Mexico was a hit. 9,400 riders opened the festivities with a massive ride around the city and later 8,300 Harley lovers from the capital and nearby locations, gathered to enjoy activities, shopping, motorcycle exhibitions and a closing concert with two of Mexico’s biggest rock bands, Kinky and Fobia.

At the end, the brand proved not only to be an icon and object of desire. It proved to be part of people’s lives. This stunningly successful Harley Days event helped the brand declare independence from that tired old stereotype to reach out to today’s urban, younger, more diverse users. These are the influencers who will shape the brand’s future. As for now, we’re working together for the 2016 edition.

So get your motor runnin’.

ENG / ESP


Brands&People x Harley Davidson

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Behind the scenes Harley Davidson festival ad

Behind the Scenes — #harleyrosa

 

 

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