The end of October is generally known for two things in Canada; Halloween and the end of riding season for motorcycle owners. It’s also a typically slow sales period, so we developed a unique retail initiative for Harley-Davidson Dealers that coincided with these special dates. The idea was to promote Harley-Davidson Genuine Parts and Merchandise with a Halloween theme tied into it.

Our Halloween-themed poster featured one of the most iconic sportster bikes, the Forty-Eight, showing every single one of its parts in the shape of a skull. This image had a double meaning to Harley riders as there was already an iconic skull synonymous with the brand – the Willie G Skull, designed in the early 1930’s. The design payed homage to the long-respected badge, while being relevant to the theme and goal we were aiming for.

The work was posted late October, 2017 in dealerships across Ontario, Canada, to encourage riders who fix their bikes in the off-season to use parts made exclusively for their bikes. This poster featured every part of the Forty Eight from the foot peg to the header pipes, reminding riders that all parts could be bought there, on location.