• THE ASK

    Harley-Davidson was about to launch a redesigned lineup of their iconic touring motorcycles. What would be the most impactful way to introduce all the innovative changes to their most important product?

A HISTORIC LAUNCH FOR A HISTORIC BRAND


Built for adventurous cross-country journeys, Harley-Davidson touring motorcycles are fiercely beloved by their riders—sometimes so fiercely that they wouldn’t consider trading up. So to launch a new generation of touring bikes, Harley-Davidson did what it’s known for doing: asked the customers. Through a shared passion for riding and lots of conversations, they designed a rider and passenger experience so compelling that there was almost too much good stuff to communicate. Enter Harley-Davidson’s largest-scale new model launch in the company's 110-year history – and a story as epic as their brand.

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  • THE ANSWER

    To bring the brand and the product innovation to life, we took our audience on an epic road trip through Canyonlands National Park.

NOW THAT’S A RIDE I WANT TO TAKE

 
The red hills of Utah’s Canyonlands National Park are spectacular, but so was the sight of the Project RUSHMORE Harley-Davidson touring bikes twisting and turning through ribbon highways and majestic canyons. Using unique camera angles and cuts, we put viewers right in the middle of the pack for a breathtaking video of a dawn to dusk ride.
 
Then, once they were engaged in the ride, visual storytelling showed off Project RUSHMORE’s bevy of innovative features designed for riders by riders. Super slow-motion high-def footage gave folks a chance to take in a number of innovative features, while close-ups allowed viewers to click through to feature demos for deeper access and more information. Altogether, casual and avid fans alike got to indulge in the call of the open road – and see the next generation of touring motorcycles – in six and a half minutes of irresistible interactive video, which was translated into 19 different languages in 34 different countries for the ultimate global experience.
 
Best of all, our Project RUSHMORE piece featured riders that viewers could instantly get behind: real, honest-to-goodness Harley-Davidson owners who were recruited and cast via social media. Since the riders helped shape the product, we knew they’d be the first to fall in love with it – creating a great experience for everyone.

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  • RECOGNITION

    It revved our motors when Project RUSHMORE was honored with a top industry award.

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