The OpporTUNITY

When COVID shut down every major motorcycle show around the world, it didn’t just cancel fan experiences—it cut off a critical revenue stream for independent builders who relied on those shows to showcase their work and generate new business. With no stage, no crowds, and no income, a passionate segment of the motorcycle community was left in the dark.

The Idea

Transform Harley-Davidson’s Instagram into the world’s first all-digital motorcycle show, giving independent builders a platform—and a paycheck.

For one week, we used the @harleydavidson Instagram account, showcasing a rotating lineup of custom builders and their creations to our millions of followers. Each day, a new group of bikes and builders were featured through rich visuals and storytelling. In addtion, we dropped limited-edition merch tied to the campaign, with 100% of proceeds going directly to the builders. The result: a powerful blend of visibility, community support, and brand goodwill—right when the industry needed it most.