SPEC: CAGED BIRDS SING
Our task was to create a short teaser for the 2016 re-launch of Harley-Davidson in Hong Kong. It needed to appeal to Harley’s small but devout client base already living in the city, expats who take their bikes out for the weekend after a long week of hard work.
We decided to repurpose Sympathy by Paul Dunbar, and created a metaphor between the caged bird who sings and the trapped Harley that revs. Given new life and meaning in our reinterpretation, the "bird" becomes powerful and impatient, eager to be set free. This situation is familiar to our target, who work long hours in stuffy environments, longing for any opportunity to escape.