Harley-Davidson Outdoor 1903: A Harley-davidson Café [Presentation Board] by Zulu Alpha Kilo

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1903: A Harley-davidson Café [Presentation Board]

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Industry Cars, Cafe
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Canada
Agency Zulu Alpha Kilo
Chief Creative Officer Zak Mroueh
Associate Creative Director Noel Fenn, Andrew Caie
Executive Creative Director Allen Oke
Designer Noel Fenn, Ryan Booth
Released November 2016

Awards

Ame Awards 2017
Products & Services Automotive: Canada AME Silver Medallion

Credits & Description

Agency: Zulu Alpha Kilo
Brand: Harley-davidson
Country: Canada
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Allen Oke
Strategy: Heidi Philip
Strategy: Jamie Cuthbertson
Strategy: Sam Kamiel (Social)
Account Team: Kerry Mckibbin
Account Team: Maya Adler
Associate Creative Director: Noel Fenn
Associate Creative Director: Andrew Caie
Design Director: Ryan Booth
Designer: Ryan Booth
Client: V. Mikkola
Designer: Noel Fenn
Synopsis:
Harley-Davidson is legendary in Canada and the leading motorcycle brand, but its core rider base is aging. While young urban riders know and respect it, they don’t see it as a brand for them. To shift perceptions, we tapped into the Millennial desire for authenticity. Having grown up in the age of fast and disposable, they seek out brands with heritage and craftsmanship and experiences that reflect that. We created ‘1903 – A Harley-Davidson® Café’ - part media vehicle, part retail and part experiential - something no motorcycle brand had done before. Coffee varietals were named after flagship bikes. Signage used photos from Harley’s archives. Today’s bikes were on display alongside the classics. Wild postings were printed with coffee ink. The urban bike models were available to try. The Café surpassed total & earned impression goals by 204% and 240% respectively. Our under-35 social reach increased by 429%, and now represents 53% of our fans.