| Title | 1903: A Harley-Davidson Café |
| Agency | Zulu Alpha Kilo |
| Campaign | 1903 Harley-Davidson Café |
| Advertiser | Harley-Davidson, Inc. |
| Brand | Harley-Davidson |
| Date of First Broadcast/Publication | 2016 / 9 |
| Business Sector | Motorcycles |
| Story | Harley-Davidson had an image problem. While younger riders respected the iconic brand, they didn’t see themselves as the stereotypical tattooed bikers of yesteryear. Walking into a dealership was an intimidating experience for first-time buyers. On top of that, the brand had no dealership presence in Toronto’s downtown core where many new riders live and work. We aimed to build a welcoming space where guests could engage with Harley on an emotional level. This design would focus on the brand’s old world craftsmanship and authenticity, two attributes tech-weary millennials would find appealing. The result was 1903 | A Harley Davidson Café – A nod to 1960s café racer culture, when riders would race stripped down, lightweight bikes from one café to another. We conceived and designed every inch of the café to pay homage to the brand’s craft heritage – from handcrafted signage to cold-brew bottles to the staff’s denim aprons. Archival photography adorned the walls in vintage frames. A Gold-leaf logo was applied to the exterior windows. We even developed an ink made from the actual coffee the café serves, giving posters and cup stamps the texture and scent of real coffee. |
| Media Type | Integrated Media/360 Activation |
| Length | |
| Agency | Zulu Alpha Kilo |
| Chief Creative Officer | Zak Mroueh |
| Executive Creative Director | Allen Oke |
| ACD/Art Director | Noel Fenn |
| ACD/Writer | Andrew Caie |
| Design Director | Ryan Booth |
| Designers | Ryan Booth, Noel Fenn |
| Art Directors | Curtis Denomme (Social) |
| Writers | George Ault (Social), Joel Felker (Social) |
| Studio Artists | Greg Heptinstall, Brandon Dyson, Ashleigh O'Brien, Andrew Martin, Amanda Braun |
| Agency Producers | Kari Macknight Dearborn, Laura Dubcovsky, Pam Portsmouth |
| Account Team | Kerry McKibbin, Maya Adler |
| Strategy | Heidi Philip, Jamie Cuthbertson, Sam Kamiel (Social) |
| Photographer | Michael Headford, Jason Baker, Goldmond Fong, Laura Friedmann, Patrick Nichols, Dan Lim |
| Sound Recording | Ian Reynolds |
| Client (Company) | Harley-Davidson Canada |
| Clients | Anoop Prakash, Jo Figueiredo, Karen Mayberry, Vesa Mikkola, Marco Di Giantomasso, Jayden Rioux, Catherine O’Brien, Daniel Kerr |
| Media Agency | Jan Kelley |
| Media Team | Stephanie Spinney |
| PR Agency | Weber Shandwick |
| PR Team | Melissa Graham, Sophie Shin, Dana Frank |
| Event Company | Construction and fabrication provided by The Mint Agency |
| Construction, Interior design and Fabrication | The Mint Agency /65 Bellwoods Avenue, 2nd Floor Toronto, ON M6J 3N4 / 416.923.6468 |
| Mint Project Management | Andrew Gayle, Jennifer Langen, Jon Davine |
| Mint Interior Design | Adam Elijah |
| Lead Fabricator | Humberto Garcia |