Celebrating a passion for two wheels between two strong brands

CREATIVE STRATEGY
CAMPAIGN DEVELOPMENT

challenge

Following a larger rebrand, Victory Motorcycles needed to broaden its purpose for their content library and traditional brochure sales tool. While the brand collaborated with multiple big name bike builders, the brand had not stepped out of their everyday category. While the brand was on board with pushing to outside brands, they needed to stay authentic.

approach

For the brands first larger collaboration outside the category, we tapped Playboy to tell a bigger story. Playmates who ride and playmates that had a lineage to life on two wheels. We casted three specific playmates to tell that story through photography at the Playboy mansion, the reveal of a new bike, and an online contest to crown which playmate received the front cover and a classic centerfold. With the winner being announced at a blowout event at the infamous Sturgis Motorcycle Rally.