To celebrate their 100th anniversary in Canada, Harley-Davidson created a documentary web-series called Common Ground, and wanted to make posters to promote the series. Part foreign exchange, part road trip, Common Ground follows Harley riders from Harley Owners Group (HOG) Chapters around the world as they explore Canada with the help of a rider from a Canadian chapter.
We created a series of retro-style illustrated movie posters paying homage to Harley-Davidson’s Canadian heritage, with a unique poster inspired by each pair’s journey across a different region of Canada.
The posters ran for the duration of the campaign driving viewers to the Common Ground microsite, during which time the campaign received a total of 8.7 million views. The series was so popular it was developed into a one-hour primetime documentary special on the Discovery Channel, airing nationwide.