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The assignment was to evolve the "not giving an F" campaign from the previous year's creative theme, but this time using only owned vs. paid media.
The approach was to leverage owned media as much as possible to deliver messaging, including the Iron Horse Saloon and a tattoo shop, both owned by Harley-Davidson. Additionally, motorcycle jacket/vest patches were distributed amongst riders, turning them into walking billboards for the brand.
Harley-Davidson again led all other marketers in demo ride requests during the annual Sturgis motorcycle rally.