THE GEARS BEHIND THE GAME
THE PROBLEM
Client: Harley Davidson
Copywriter: Lakshmi Sinha
Gen Z thinks Harley Davidson is a brand for the graybeards.
THE SOLUTION
Out of the twenty-seven motorcycle options in Grand Theft Auto, eight are inspired by Harleys. We tapped into both Gen Z's gaming culture and GTA's rebellious freedom to motivate viewers to ride past their limits, both on and off the game.
THE GEARS BEHIND THE GAME
Client: Harley Davidson
Copywriter: Lakshmi Sinha
THE PROBLEM
Gen Z thinks Harley Davidson is a brand for the graybeards.
THE SOLUTION
Out of the twenty-seven motorcycle options in Grand Theft Auto, eight are inspired by Harleys. We tapped into both Gen Z's gaming culture and GTA's rebellious freedom to motivate viewers to ride past their limits, both on and off the game.
STUNT
Harley customers are given a GTA code with the purchase of a 2026 Low Rider ST. This code can be used at an in-game Harley dealership and the customer will be awarded a Low Rider in-game.
THE SITE
The Gears Behind The Game
OUT-OF-HOME
The Gears Behind The Game
SOCIAL
The Gears Behind The Game
VIRTUAL REALITY BOOTHS
The Gears Behind The Game
STUNT
Harley customers are given a GTA code with the purchase of a 2026 Low Rider ST. This code can be used at an in-game Harley dealership and the customer will be awarded a Low Rider in-game.
SOCIAL
The Gears Behind The Game
THE SITE
The Gears Behind The Game
OUT-OF-HOME
The Gears Behind The Game
VIRTUAL REALITY BOOTHS
The Gears Behind The Game
SOFIA NICHOLS HERNANDEZ