Harley–Davidson: Full–Throttle Wellness
Harley-Davidson is an American icon. Yet the brand was facing new challenges – its riders were aging out, sales had slumped and sadly, riding itself was becoming less relevant. But in a world that’s increasingly isolated and numb, riding is the kind of human experience people are craving. So Droga5 focused on the transformative power of riding a Harley-Davidson. A truth labelled Full-Throttle Wellness. The work focused on the physical, emotional, mental, even spiritual effects of riding. Delivering a fresh perspective that filtered into film, print, online, OOH and events across the globe.
- BrandingCampaign Branding & Identity
Country
- United States
Client
- Harley Davidson
Production Company
- Smuggler
Creative Chairman
- David Droga
Global Chief Creative Officer
- Neil Heymann
Co-Chief Creative Officer
- Felix Richter
- Tim Gordon
Executive Creative Director
- Casey Rand
- Kevin Brady
Creative Director
- Marybeth Ledesma
- Thom Glover
Associate Creative Director
- George McQueen
- Tom McQueen
Senior Copywriter
- Dan Litzow
Art Director
- Gemma Slack
- Maria Kouninski
Copywriter
- Jenny Yoon
Associate Director
- Ruben Mercadal
Executive Producer
- Gulshan Jaffery
Service Company
- Unit and Sofa
Editorial
- Cut and Run NY
Post Production
- The Mill
Music & Sound Design
- Q Department
Mix Company
- Sonic Union
Advertising Agency
- Droga5 New York
Harley-Davidson is an American icon. Yet the brand was facing new challenges – its riders were aging out, sales had slumped and sadly, riding itself was becoming less relevant. But in a world that’s increasingly isolated and numb, riding is the kind of human experience people are craving. So Droga5 focused on the transformative power of riding a Harley-Davidson. A truth labelled Full-Throttle Wellness. The work focused on the physical, emotional, mental, even spiritual effects of riding. Delivering a fresh perspective that filtered into film, print, online, OOH and events across the globe.
