Harley-Davidson Canada: Common Ground

Harley-Davidson Canada, a motorcycle company, attracted a broader target audience in Canada by showing how diverse its riders are through a foreign exchange of bikers documentary.

Campaign details

Brand: Harley-Davidson CanadaAgency: Zulu Alpha KiloCountry: CANADA

Marketing Context

Culturally, Canada is one of the most diverse nations in the world, and so it was important for Harley to be associated with values like diversity, inclusion and acceptance. The feeling of riding a Harley is an experience that can be shared by anyone, regardless of their background, opinions, interests and differences. Riding fuels a sense of discovery and new travel experiences can open up understanding of others and oneself. In creating the world's first 'foreign exchange for bikers' during the key summer riding...

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