The Muscular Dystrophy Association (MDA) has a long history with Harley-Davidson (H-D) brand enthusiasts. Each year, MDA and the Motor Company partner to build awareness of this life-changing disease and raise funds across North America by engaging followers of their iconic brands. It’s a tight-knit community. Fun-loving, passionate and giving, they all have something in common: the concept of personal freedom. Our assignment was to capture that spirit in disruptive event materials – beginning with the event invitation.
Rather than deliver a print invitation similar to every other non-profit, we chose to embrace the differences in the MDA/H-D event by creating an invitation that would be disruptive in its execution and original in its extended utility.
The bandana invitation was an overwhelming success. Attendees wore the “invitation” to the event and made it a part of their riding gear. It became a collectible item. The event, attended by more than 1,200 guests, was the #1 fundraising ball in the nation – raising more than $1.2MM in a single evening.