| Title | RETREAT |
| Brand | PHD BIKES |
| Product/Service | HARLEY DAVIDSON |
| Category |
F07. Writing for Brands / Tone of Voice |
|
Entrant Company
|
Y&R PRAGUE, CZECH REPUBLIC
|
|
Advertising Agency
|
Y&R PRAGUE, CZECH REPUBLIC
|
|
Media Agency
|
FACE UP Prague, CZECH REPUBLIC
|
|
Production Company
|
GPS PRODUCTION Prague, CZECH REPUBLIC
|
Credits
| Jaime Mandelbaum |
Y/Rprague |
Chief Creative Officer |
| Jaime Mandelbaum |
|
Creative Director |
| Atila Martins |
|
Art Director |
| Santiago Cosme |
|
Copywriter |
| Dora Pruzincova |
|
Copywriter |
| Neil Johnston |
|
Typographer |
| Neil Johnston |
|
Designer |
| Marek Motalik |
|
3d Artist |
| Miro Minarovych |
|
Photographer |
| Furia |
|
Retouch |
| Tomas Tomasek |
G.p.s. Production |
Production |
Brief Explanation
Although being an American motorcycle manufacturer, founded in Milwaukee in 1903, Harley Davidson has a deep history in Czech Republic, the first Harley club in history was founded in Prague, it is an iconic brand widely known for its loyal following.
The Brief
Every year as Europe celebrates the end of World War II, we are briefed to do a set of visuals paying tributes to the event, bringing interesting stories from the liberation. This year we were tasked to cast a light and retell a very peculiar set of events which Harley played a part on, and to continue demonstrating the brand historic value as an icon of freedom.
How the final design was conceived
First we set out to define the possible points of view of a what a civilian witness from those times would see, in an attempt to transport the viewer.
From a design and art direction perspective we purposefully take a backseat, trying not to interfere with the story being told by making use of authentic objects and typography, no "props" are used, everything on the photographs is authentic, from the uniforms, to the guns, as well as the type which is done using a typewriter from that period.
Indication of how successful the outcome was in the market
Show to those today who didn't witness the events a possible glimpse of what took place during the liberation and paid tribute to the heroic efforts of the allied troops.