HARLEY-DAVIDSON
FOR THE LOVE OF LIDS
The Harley-Davidson Vintage Bar & Shield helmet was the brand’s first serious foray into classic, open-face designed helmets. The market was cluttered with competition so cut through was a key aim of the launch strategy.
For The Love of Lids was an artistic collaboration and exhibition that brought together twelve edgy artists from different crafts and disciplines (for example, sign writing, jewellery design, hair stylist, illustrators, to highlight a few), and gave them free rein to apply their own treatment on one of the helmets.
They were then revealed during a VIP launch event at Mary’s Newtown, publicised nationally and subsequently exhibited at the venue for 3 weeks following the reveal.
National press, publicity, social media and TV appearances ensured success in raising knowledge of the new product and attitude of the brand towards urban culture, delivering sales success and opening the door to further product introductions.
