Harley-Davidson begins Common Ground campaign
Motorcycle company Harley-Davidson Canada has begun a new campaign called "Common Ground" to coincide with the brand's 100th anniversary in Canada. The campaign features a series of three documentary-style online videos depicting the "diversity, passion and bond of motorcycle riders."
The videos were directed by non-fiction filmmaker David Grabias. They depict visitors from India, Mexico and New Zealand, each paired with a Canadian host, taking a six-day ride on various Canadian routes. The campaign was developed by Zulu Alpha Kilo of Toronto, with media buying by Ignite and production work by Artifact. The campaign also includes consumer relations management activities by Jam Direct and public relations from Weber Shandwick.