To expose and endear a younger audience to Harley-Davidson over the Easter period, I created a social activation based around a children's storybook called "The Adventures of Peter Softail". The story tapped into the freedom ethos of the Harley-Davidson brand (and their Softail bike), and delivered a fun, personalised adventure for all who experienced it. The story book was released online during Easter and given away free in Harley- Davidson dealerships.
