Indian is the oldest bike brand in America, but the heavyweight cruiser category is dominated by Harley Davidson.
In 2012 I led a team of awesome creatives in a global relaunch the iconic Indian Chief. We did this by challenging consumers to rethink their choice, and position Indian as the motorcycle for "Real" riders, tapping into the individualistic spirit that compels consumers to the category.
We did this through TV, web, social, print, in-store, and events, starting with "Bike Week," on the History Channel. Together with Mike Wolfe from American Pickers, we created a full week of evening TV programming using content that celebrated motorcycling, sponsored by our historical brand. It ended with a live launch event from Sturgis, simulcast in Tokyo, London, and Sydney.
Commercial tease for the introduction of "Choice" to American heavyweight cruisers.
Getting consumers excited before we could show the bike.
Positioning HD as the bike for followers, we created an image of Indian Motorcycles as the choice for those who value their individuality. We still had no bike to show at this point, so we worked around it using old Indian Motorcycles for the photos.
Taking a swing at those Harley riders who trailer their bikes to Sturgis rather than ride.
History Channel Partnership with Indian Motorcycles Case Study
Full case study video with History Channel content.
Sturgis Launch Spot
We turned this spot around in 24 hours using footage from the live launch event in Sturgis. The spot aired between special "Bike Week" programs on the History Channel and online.
Post Launch Print
After the lauch, we finally had a bike to show, so we presented it in all its glory in all mediums, still promoting the idea of choice.
Indian Pop-up Store
Consumers could experience the brand and hear the new engine in Daytona.
T-Shirt Exchange Program
To generate interest, we offered an exchange program, consumers gave us an old Harley shirt and we gave them an Indian Motorcycle T-Shirt.
Motorcycle brands depend on their catalogs to drive sales, we continued the message throughout.
One of dozens of banners that promoted the idea of choice.
American Standard was in the process of constructing sets for a catalog shoot when the agency contacted us and asked us if we could repurpose the sets for social content that they could use throughout the year.
We had the idea to create "Naked Thoughts," bringing to light those strange and silly ideas that come up when we are all alone in the bathroom surrounded by just our toilets and faucets.
The spots were produced by the agency and directed by myself.
Dreams of a young marble boy.
Because our cat loves showers. Yep.
It's true. You know it's true.
Less is more
I feel like this. These spots are kind of personal, you're seeing into my soul here, Buddy.
A happy couple continues to have fun spending the $50,000 a year for life they won from the Minnesota Lottery.
The spots broke all previous $20 ticket campaigns, with sales spiking after each airing.
Noodles & Co
The company that brought us Asian noodles, Italian noodles, and American noodles, was excited to bring sandwiches (wait, wha??) to the world.
My partner and I worked directly with the company to create a fun outdoor and in-store campaign that helped mentally prepare their customers for the shift in menu.
Noodles Gift Card
Noodles asked us to concept and produce an original gift card for their holiday season.
Since gift cards are so impersonal, we created one that doubled as a picture frame that could stand upright on the recipient's desk with their picture as a tiny, smiling reminder of who bought them lunch.
We promoted the cards with social media, in-store and web, selling out 60,000 in a few weeks.
Gift Card and Backing
Sometimes it's hard getting time for lunch. So we created a fun way to block off customer's calendars with "busy" times that coworkers would see, like: "Civil War Musket Safety Training" and "Checking that mole on my belly."
We created a branded facebook page. I don't think Facebook allows this anymore. Progress, sheesh.
As if a calendar blocker and a photo maker weren't enough, we created a photo contest too! How about that for a 360 gift card?
Wick Fowler's Chili
Award-winning poster campaign for a hot hot Texas chili.
50% of M-rated games were ending up in the hands of kids under 15. Mediawise, a family watch group asked us to create a campaign to inform parents of the violence that was in their child's games to help them make more informed choices about purchasing.
The campaign was a huge success, raising over 1.5 million dollars for the organization.
The commercial ran only once and had so many responses it crashed the client server.