Harley Davidson, Common Ground
An award winning project commissioned by Zulu Alpha Kilo in Toronto for Harley Davidson Canada. I was asked to draw elements for 5 posters to mark Harley Davidson 100 year Anniversary in Canada HD100. It was part of a project called Common Ground. 3 of the posters were done in both English and Canadian French. Art Direction by Andrea Romanelli
“PART FOREIGN EXCHANGE, PART ROAD TRIP, HARLEY-DAVIDSON® INVITED RIDERS FROM AROUND THE WORLD TO COME TO CANADA, AND PAIRED THEM WITH CANADIAN RIDERS TO GUIDE THEM ON THEIR JOURNEY AS THEY EXPERIENCE OUR COUNTRY ON THE OPEN ROAD”.
“The posters became so sought after as works of art that people began tearing them down from construction barricades and other public displays to keep as collectors’ items.” – The Drum
“The series proved so popular that Discovery Channel picked it up for a prime-time special.” – AME Awards
“Running from May to September, the campaign achieved:
• Over 47MM impressions, surpassing our goal by 235%
• Over 8.7MM views, surpassing our goal by 218%
• Over 415,000 engagements
• A market share increase for Harley of 1.9%, despite the industry decreasing by 3.8% ”
AWARDS
AdWeek Arc Awards
EPICA Award – Bronze
OBIE Award
I’d like to say thanks to Kari Macknight Dearborn, Andrea Romanelli, Ryan Booth, Rebecca Lyon and Laura Dubcovsky and all those that worked (and rode) on the project. – Adi
© Adi Gilbert
