Group Creative Director
Harley-Davidson®
The Midlife Check
The Midlife Check
Harley riders never miss
their 500-mile check-up.
So we turned it into
a check-up for the rider too.
The same riders who never miss a maintenance check
skip the one that matters most.
Prostate cancer thrives on that silence,
on the idea that asking for a check-up is weakness.
Harley-Davidson reframed it in the only language that gets through.
The Midlife Check turned a health screening into a service appointment
for the rider himself. Same discipline. Same ritual. Different engine.
Real strength was never the horsepower.
It's knowing the most important machine you own is you.
Agency:
FP7 McCann
Role:
Creative Director
FP7 McCann
Role:
Creative Director