CHALLENGE
Albeit iconic, the brand still faced its negative stigmas of being too expensive, too masculine and a motorcycle for outlaws and criminals.
INSIGHT
Riding a Harley is for everyone who is looking for a means to escape the everyday stresses.
SOLUTION
Showing the true attitude of the brand through a powerful TVC supported by global digital communications by creating a rally cry to give the everyday pressures the “up yours” and enjoy the road.