When you hear the words Harley-Davidson, a certain image comes to mind. But the world of Harley is much larger. Its soul made up of far more than just one culture. Namely a fiercely dedicated breed of Latino riders who proudly call themselves Harlistas. To honor the lives and history of these riders, we created an integrated campaign to speak to them on their turf.
Jim Nelson, Tom Riddle, Heath Pochucha
Communication Arts Advertising Annual
Kelly Awards Best Integrated Campaign
HARLISTA JOURNAL RICH MEDIA UNIT
To honor existing Harlistas and attract new riders, we created a rich-media journal experience. When the journal dropped onto targeted websites, users were promped to open it. There they could flip through the pages and interact with the stories of the Harlistas. Users could then click through to a microsite where they could share their own stories for a chance to be part of an upcoming feature-length documentary.