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.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.