Harley-Davidson Continues to Liberate Advertising Creative and Dogs

This week, Harley-Davidson Motor Company launched the next evolution of the popular No Cages campaign during the season premiere of Sons of Anarchy on
FX.  The spot, called “Liberation”, adds to the portfolio of creative
developed as part of Harley-Davidson’s crowd sourcing strategy,
introduced last year.

“Liberation,” shown below,
highlights Harley-Davidson’s new Twin Cam 103 engine, which is now
standard on 2012 Touring, Softail and select Dyna motorcycles.

“We
are uniquely able to use crowd sourcing for all of our major creative
because of the passion and advocacy of a broad customer base all over
the world. This process has helped to liberate the creativity of our
most passionate of fans,” said Mark-Hans Richer,
Harley-Davidson’s Chief Marketing Officer. “This latest effort builds
upon our momentum as the on-road motorcycles market share leader in the United States,
as well as our leadership in sales to young adults, women, Hispanics
and African-Americans and the growth we’ve made in international
markets.”

Like previous No Cages creative,
crowd-sourcing partner Victors & Spoils shared the Harley-Davidson
creative brief broadly online, and the best idea was further developed
and the creator rewarded. In this case, the idea selected for
“Liberation” came from 30-year-old film maker and visual content creator
Benjamin Swan of Sioux Falls, SD,
who believes that collaboration breeds creation. “An idea lacks
dimension until it is looked at from different sets of eyes,” said Swan.

Harley-Davidson
Motor Company produces heavyweight custom, cruiser and touring
motorcycles and offers a complete line of Harley-Davidson motorcycle
parts, accessories, riding gear and apparel, and general merchandise.
For more information, visit Harley-Davidson’s Web site at www.harley-davidson.com.