Ronn Pearson
Executive Creative Director
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Harley-Davidson

The more digitally connected we become, the further we get from authentic experiences.

In a world where experience is simulated, you can’t mistake Harley-Davidson. There’s no faking it. And, as stewards of over 100 years of living, sweating, building undeniable authenticity, it’s time to take back what’s real.

Let’s have real experiences once again. Real thrills. Real freedom. Real honest emotion. With real, honest people. It’s a meaningful rumble that calls out a world of fake.

Harley-Davidson. Take back real.

DARK CUSTOM SOCIAL CYCLES
 "The most important biker gang is the one you assemble before you buy the bike."

Social Cycles reached buyers where they already were – on Facebook. Then, let them tweak their Dark Custom with friends.

 

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UFC BIKE FIGHTS
"Building a Dark Custom is easy. It’s the bike that’s tough."
The Dark Custom Facebook community  –  the ultimate octagon  –  urged riders to make their bike badass and share their creation with friends. The bike making the most 'noise' took home the belt.

 

 

SCROUNGE UP SIX
"Six bucks a day” messaging was working. So we invented Travis. Travis did just about anything for six bucks. Literally. 

Everyday for an entire year, Travis performed challenges posed by his loyal following in return for six bills, all to save for his dream bike.

 

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YOU’RE A RIDER ALREADY
Besides the obvious fear, the biggest barrier to riding is simply believing you don’t know how. But, you’re a rider already.

The things you do each day mimic the movements required to operate a motorcycle. We empowered the world’s fearful with humorous, yet educational digital shorts.

 

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New business win. Discount on a Dark Custom Bike. Lived to tell ...