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The assignment was to create memorable brand messaging for Harley-Davidson at the 77th annual Sturgis Motorcycle Rally beyond just plastering their logo everywhere which the client had been doing themselves in-house for the past 50 years.
The creative solution was to embrace the ethos of an event that could best be described as completely organized utter chaos.
The 77th annual Sturgis Motorcycle Rally enjoyed a 4.6% uptick in attendance (376,000 rallygoers in 2017 vs. 360,000 in 2016) but more importantly, Harley-Davidson had the most requests for test drives of their motorcycles than any other year.