YOUR PERFECT HARLEY-DAVIDSON WEEKEND http://www.harley-davidson.com/roadtrip       Agency: McCann Digital   Contact: Michael Thuy <michael.thuy@europe.mccann.com>         Client: Harley-Davidson Benelux   Contact: Jessica Riemsdijk

THE BRIEF Harley-Davidson is more than your typical old school motorbike. Don’t think about 50 year old guys riding their bike in the weekends. It’s about sports, adventure, freedom. Harley-Davidson never was younger than today. We had to show the full product range, and emphasize the richness of Harley-Davidson bikes.

THE STRATEGY We radically chose an online approach with strong video features. Future pace: what would it be like if you’d own a Harley-Davidson? What would you do in the weekends? Of all the models: which bike fits you the most?

THE CREATION We let surfers experience their perfect Harley-Davidson weekend via a campaign website. They start at home, and by letting them choose every aspect of their trip, they create their custom weekend. This emphasizes the freedom aspect and customizability of Harley-Davidson bikes. In the end, we show the surfers which bike would suit them best.We also added a contest to the site as an incentive: you can win a trip to Barcelona to celebrate the 105th anniversary of Harley-Davidson.

THE CREDITS Client: Harley-Davidson Contact: Jessica Riemsdijk Agency: McCann Digital Account team: Madelieve Timmermans, Margit Vervecken Project Managers: Geoffrey Michiels, Madelieve Timmermans, Andries De Reyghere (Endrone) Creative Director: Michaël Thuy Concept: Michaël Thuy, Tanguy De Kelver,  Tim Vercauteren,  Lennie De Troyer Strategy: Geert Keyaerts, Tanguy De Kelver Art-Directors: Greg Pin, Gilles Deketelaere, Thomas Sauveniere Copywriters: Michaël Thuy, Frank Van Venrooij, Peggy Dewael (EN), Michel De Schauwers (FR) Sound and Music design: Thomas Sauveniere Motion post production: Greg Pin Development: Endrone Motion producer: Sam Verhaert (Pimpz) Motion camera: Hans Buyse (Pimpz) Motion Light: Koen Braeckman (Pimpz) Motion Camera-assist: Steven Van Den Broecke (Pimpz) Media: Internet