This project is based on a student brief to create an advertising campaign.
Harley Davidson has been experiencing difficulty with its brand image and with attracting young riders in recent years.
The company decided to use the release of its first ever electric motorcycle as an opportunity to engage younger riders. Harley Davidson wanted to create a campaign that would underscore the innovative nature of their new bike, its practicality and ease of use, and the possibilities for excitement and adventure that owning such a machine would provide.
The focal point of the campaign is a series of pop up events where the audience would be able to test ride the new motorcycle.
