Harley–Davidson: Full–Throttle Wellness
Award: Wood Pencil
Wood Pencil / Branding / Campaign Branding & Identity / 2020
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.
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