Harley-Davidson's new Sportster model, the Forty-Eight, was lauching in Australia. We had to create a launch campaign that involved every dealership. On top of this, we had to address the pony-tailed elephant in the room: Harley is the official vehicle of the midlife crisis.

When we looked into the Sportster's heritage, we realized an interesting selling point: the H-D Sportster has always been synonymous with customization.