Harley–Davidson: Full–Throttle Wellness
Award: Wood Pencil
Wood Pencil / Branding / Campaign Branding & Identity / 2020
Harley-Davidson is an American icon. Yet the brand was facing new challenges – its riders were aging out, sales had slumped and sadly, riding itself was becoming less relevant. But in a world that’s increasingly isolated and numb, riding is the kind of human experience people are craving. So Droga5 focused on the transformative power of riding a Harley-Davidson. A truth labelled Full-Throttle Wellness. The work focused on the physical, emotional, mental, even spiritual effects of riding. Delivering a fresh perspective that filtered into film, print, online, OOH and events across the globe.
-
Video Player is loading.
This is a modal window.
The media could not be loaded, either because the server or network failed or because the format is not supported. -
-
-
-
-
-
-
-
-
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.