Campaign details

Brand: Harley-Davidson Canada
Agency: Zulu Alpha Kilo
Country: 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 season, we leveraged our nation – bringing people from around the world to Canada. With a Harley and the open road, we opened the minds and hearts of Canadians nationwide by trying something that had never been attempted before with this iconic brand.

Campaign Planning