J.SUN
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Project Livewire

CLIENT

Harley Davidson

CHALLENGE

Harley Davidson motorcycles are synonymous with freedom, rebellion and power. Such an iconic brand was secretly about to release their first ever electric motorcycle. How do we  announce it to the world while staying true to their heritage?

INSIGHT

Their loyal fanbase may have second thoughts about such a drastic move, but there is also nothing more bold than accepting change, and making a statement about the future.

SOLUTION

Launch an unapologetic announcement campaign that embraced the spirit of innovation and ingenuity — Project Livewire.