Accenture Song has unveiled its latest campaign for Harley-Davidson, titled “Answer The Call.” This marks the first campaign fully dedicated to Harley-Davidson, showcasing a renewed sense of confidence and trust from the iconic brand.
The campaign, primarily launching across Europe in key markets like the UK, Germany, France, Italy, and Spain, features locations selected to capture a distinctly European flavor.
Embracing the Spirit of Summer
Debuting mid-summer, “Answer The Call” embodies the essence of peak riding season with long, inviting days ideal for hitting the open road. It encourages Harley-Davidson fans and prospective riders to embrace the joy of riding, whether by upgrading to a new bike, adding new parts and accessories, or diving into Harley's stylish summer apparel.
“Answer The Call” serves as a rallying cry to explore those long, golden summer days and celebrate the open road, camaraderie, and the Harley-Davidson spirit.
A Diverse and Authentic Narrative
The campaign’s centerpiece is a two-minute film featuring four distinct riders on various Harley-Davidson models, from the Sportster S to the Pan America. Filmed in Spain to capture a European atmosphere, the narrative highlights the diversity of Harley riders and the creative team behind the scenes, including key female creatives in prominent roles. Texan voice actor JC Martin adds his signature touch to the campaign.
A Versatile Toolkit for Global Markets
“Answer The Call” offers a comprehensive toolkit for global markets, including film, digital, social, print, and point-of-sale materials.
Frazer Howard, Accenture Song's creative director, commented, “Working on Harley-Davidson is always a joy—JC Martin’s voice is the one I hear in my head while writing copy. This campaign is a brilliant opportunity to create a powerful call to action for both current riders and those who have yet to visit a Harley dealership. The fact that we’ve crafted such a beautiful, emotive, and expansive campaign is a testament to everyone involved—Accenture, our talented director and production team, and our supportive clients at Harley-Davidson. It truly was a dream team effort.”