It’s all about social media and print when it comes to “Roll Your Own,” a new campaign created by the Pittsburgh agency Wolfes LLC for legendary motorcycle brand Harley-Davidson.

Harley, which parted ways with Minneapolis-based Carmichael Lynch in 2010 after a 31-year relationship, looks to hype its Dark Custom and Black Market lines ($500 down, $99 a month) with a boatload of hashtags, black and white imagery, and bikers performing linguistic tricks all over phrases like “mobile home,” “morning donut,” et cetera.

In a statement, Harley U.S. marketing director Dino Bernacchi explains the campaign:

“The new creative is about each rider defining their independence and attitude, whether kicking up dirt on the track or sliding through the curves on ice.”

The altogether mysterious effort airs during NCAA’s March Madness; social and digital elements will make an appearance.

Comments