Harley’s holiday campaign needed some rethinking. We made it more inclusive — gone was the skull-and-flames motif that appealed to core riders, in was a holiday-themed look that invited gift givers (wives, relatives, friends) to discover the perfect gift for the Harley rider in their life. We let the gift givers be the Holiday Hero and Own The Holidays, Harley-Style. It led to the biggest Black Friday sales in Harley history at $289K, up 83% over the previous year. And sales of $435K on Cyber Monday, their biggest-ever online traffic for one day, averaging 2 visits every second — it crashed the Harley site!
Credits: Mike O’Connell, Al Majewski, Jeff Warner, Rob Pritts, Hugh Broder, Clutch Studio