2017 Winner
Harley-Davidson Canada
1903: A Harley-Davidson Cafe
Zulu Alpha Kilo
SilverDesign - New Brand Launch
Craft: Design - Printing (Coffee Ink Posters)
To attract a younger, urban-dwelling demographic, Harley-Davidson went back to its roots with a café in a hipster-friendly Toronto neighbourhood. Inspired by the brand’s 100-plus-year history, the café had a vintage vibe that was part lounge, part museum, and even included a stationary bike to test-ride.
To promote the café, the brand used posters with ink made from coffee to help whet passersbys’ palettes. The café was promoted with special ads that used the pop-up shop’s own coffee to create the ink used to print promotional posters. In the end, the café earned the brand more than 27 million impressions.
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Allen Oke
Associate Creative Director/Art Director/Designer: Noel Fenn
Associate Creative Director/Writer: Andrew Caie
Design Director/Designer: Ryan Booth
Art Director (Social): Curtis Denomme
Copywriters (Social): George Ault, Joel Felker
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)
Media Agency: Jan Kelley
Media Team: Stephanie Spinney
PR Agency: Weber Shandwick
PR Team: Melissa Graham, Sophie Shin, Dana Frank
Client Team: Anoop Prakash, Jo Figueiredo, Karen Mayberry, Vesa Mikkola, Marco Di Giantomasso, Jayden Rioux, Catherine O’Brien, Daniel Kerr
Photographers: Michael Headford, Jason Baker, Goldmond Fong, Laura Friedmann, Patrick Nichols, Dan Lim
Sound Recording: Ian Reynolds
Event Company: The Mint Agency
Mint Project Management: Andrew Gayle, Jennifer Langen, Jon Davine
Mint Interior Design: Adam Elijah
Lead Fabricator: Humberto Garcia
Executive Creative Director: Allen Oke
Associate Creative Director/Art Director/Designer: Noel Fenn
Associate Creative Director/Writer: Andrew Caie
Design Director/Designer: Ryan Booth
Art Director (Social): Curtis Denomme
Copywriters (Social): George Ault, Joel Felker
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)
Media Agency: Jan Kelley
Media Team: Stephanie Spinney
PR Agency: Weber Shandwick
PR Team: Melissa Graham, Sophie Shin, Dana Frank
Client Team: Anoop Prakash, Jo Figueiredo, Karen Mayberry, Vesa Mikkola, Marco Di Giantomasso, Jayden Rioux, Catherine O’Brien, Daniel Kerr
Photographers: Michael Headford, Jason Baker, Goldmond Fong, Laura Friedmann, Patrick Nichols, Dan Lim
Sound Recording: Ian Reynolds
Event Company: The Mint Agency
Mint Project Management: Andrew Gayle, Jennifer Langen, Jon Davine
Mint Interior Design: Adam Elijah
Lead Fabricator: Humberto Garcia