"THIS IS NOT YOUR DAD'S BIKE WEEK"
Leather Jacket, Sexy Bad Boy, Open Road, and a Harley Bike. For Harley Davidson, slowly losing their younger audience is a bump in the road they need to overcome. This event imagines a festival style bike week in order to entice a younger generation to turn back to the dark side and re-enter the culture that is Harley Davidson. Filled with striking merchandise, rocking concerts, endless social opportunities and a ticket into the HD cult following, this event will push Harley Davidson back into the minds of their forgotten demographic.
*You know I had to save the best for last...advertising campaigns at the bottom!
Soup to Nuts:
CD: Emily Braunstein
AD: Emily Braunstein
CW: Emily Braunstein
Why has the old stereotype of a hot bad boy driving you on the back of his motorcycle gone out of style? This inspired my rethinking of the 2020 HD rider. Gone are the days of your date picking you up in an Uber or other ride share company. True Millennials will now turn to another quick and easy mode of transportation… A Harley Davidson Motorcycle.
The Big Idea: Quarter Life Crisis
Leaning into the stereotype that motorcycles are the sign of a midlife crisis purchase, this concept embraces the event attendees impending quarter life crisis. What does this quarter life crisis look like? Using classic jargon and cringe worthy humor we’re helping the 2020 Harley rider navigate their quarter life crisis.