HARLEY DAVIDSON

It all started when…

The photographer we had been working with for many years was doing a road trip through the Karoo (a vast stretch of farming land in South Africa) which is pretty barren and has very little in the way of shops or petrol stations. The one exception to the rule is “Ronnies Sex Shop” - It’s far less than a sex shop, but more of a girly bar.

Imagine driving through this wasteland at break neck speed with nothing but trees and grass on either side, when suddenly there it is, a beacon of life, if you give it a touch of Harley Davidson attitude. Well we think those riders would need pretty good breaks. ABS breaks.

THE PERCEPTION OF A HARLEY RIDER

In South Africa Harley Davidson’s were mainly purchased by Doctors, Lawyers and businessmen, and not the beard wearing stereotypes from the movies. So our brand idea was to demonstrate the attitude of the Harley Rider through the reactions from fellow road users.

EVEN YOUR WRITING CAN HAVE ATTITUDE

I love the way that looking at your product can deliver some of the quirkiest ideas. A Harley Davidson Ballpoint pen on its side looks remarkably like a motorbike throttle.