Creative Director: Pitch, Social Content, Launch Experience
X. It marks the spot for hidden treasure. It can be a warning. AND ALSO, THE paranormal (the truth is out there). X-rays can read you like a book. And of course, X’s are also kisses. YEP, all in all, X is a profoundly symbolic icon. And now there’s Harley-Davidson X to add to the list.
We worked with Harley-Davidson, the indisputable motorcycle legend, to launch their much-anticipated new lightweight model for a younger generation in China — from winning pitch through to fully integrated campaign.
SOCIAL CONTENT
Rather than one hero asset, we created a content ecosystem that can be deployed across multiple channels; a 4-episode narrative with individual stories to demonstrate the brand’s commitment to youth culture and creativity.
EPISODE 1
EPISODE 2
EPISODE 3
EPISODE 4
Launch EVENT
We launched the Harley-Davidson X350 with test rides and an after party at Thousand-Island Lake in Hangzhou, China.
Agency: Imagination Shanghai