INDIAN MOTORCYCLES
INDIAN
INKED
You’re a motorcycle brand taking on the might of Harley-Davidson and you’ve just signed a new brand ambassador, Freestyle MotoX legend Carey Hart, who is equally famous for founding Hart & Huntington, his hugely successful chain of tattoo parlors.
You have a choice to make:
CHOOSE NOISE
Shoot a photo of Carey Hart
Standing beside his Indian Motorcycle
Write a clever headline
And create a traditional print ad
Then run it in motorcycle and tattoo magazines
CHOOSE SIGNAL
Make a product
Create tattoo ink using burnt rubber from Carey's Indian Motorcycle
Shoot a documentary film
Show him being the first person to get inked with it
Then sell bottles of the ink in his chain of tattoo parlors
CAMPAIGN INCLUDED: Documentary/Digital/Content/Social/Stunt/Earned and Owned
ROLE: Creative Leadership + Concept Creation + Campaign Oversight + Production
LED AT: Team One
RESULT:
350K views in the first week—driven primarily by organic sharing.