Following a successful rebrand, Victory was in desperate need of an initiative to broaden their awareness and embody the energetic youthfulness of their brand. What followed was an Americana dècollage inspired series of disruptive ads that took the motorcycle industry by storm, drawing a new demographic into the brand and laying the foundation for a whole new face to the Harley dominated cruiser market.
In addition to print in out of category pubs, murals in key dealerships helped tie in the initiative to the retail experience.
CWs: Scott Johnson, Vince Van Bael
