The latest work from Harley-Davidson, which recently debuted on YouTube, is the first from its new agency relationship with Victors & Spoils and its more than 5,000 crowdsourced creative talents.
The consumer-created spot is born of a new agency model the motorcycle maker adopted after parting with longtime agency Carmichael Lynch in August of last year. In November, it tapped Victors & Spoils to help with creative ideas, Starcom to handle media and Digitas to handle digital work.
The video, “No Cages,” part of Harley’s HD1 factory customization program in which buyers can design their own rides, will run on cable TV as part of a campaign bowing tomorrow. The idea came from a Kentuckian, Whit Hiler, described by Evan Fry, Victors & Spoils’ chief creative officer, as a “passionate amateur.” Hiler submitted the idea in response to the original call the shop made in September to get the attention of Harley Davidson and Harley’s chief marketing officer Mark-Hans Richer.
To read the full article in Advertising Age, including a Q&A with Mark-Hans Richer, click here.
For more on Victors & Spoils and the crowdsourcing agency model, see the Feb. 28 issue of Marketing.
