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.

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 updated design payed homage to the Willie G, while being relevant to the theme and our objectives.

The campaign launched in late October, 2017 in dealerships across Ontario, Canada, to remind riders who work on their bikes in the off-season to use parts made exclusively for their bikes. The poster, featuring every part of the Forty-Eight from the foot peg to the header pipes, could be obtained at that very location.