“DISCOVER MORE ”

In 2014, Harley Davidson was struggling with decreasing sales of one of its flagship models, the Street Glide. The brand needed a new narrative that could get bikers across Europe excited again about this amazing touring bike, built for the road.

IDEA:

A continent-wide campaign to recruit 50 drivers, social media fans, celebrities, journalists, and influential touring riders, who then rode a Harley Davidson Street Glide for an epic 20,000km road trip across 32 countries and shared their incredible journey on social media, inviting riders across the EMEA region to #DiscoverMore.

CLIENT:
Harley Davidson EMEA

PROJECT ROLE:
Strategy Director / Content Strategist

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