Harley-Davidson®: Arctic Blast Reveal

Lazelle St.; Sturgis, SD

Challenge

Create a show-stopping moment around the official debut of the brand new limited edition Harley-Davidson® Arctic Blast at Sturgis 2021. The unveiling should strategically culminate in a spectacle that effectively echoes across brand channels including social media and retail—all while building more buzz around the “Let’s Ride” Sweepstakes that features the motorcycle as the grand prize.

Approach

To draw attention to just how cool the new Arctic Blast is, Trigger(House staged the motorcycle inside a giant 10-ton block of ice, prominently displayed in the middle of 95-degree Sturgis. With a custom drip tray and drainage system keeping the area clean and dry, a truss back wall with dazzling lighting was installed to make sure the bike shimmered and was photo-worthy throughout the entire experience.

Results

As the ice block gradually melted away, the exquisite details of the bike came into startling focus. After two days, the Arctic Blast was finally fully revealed, both in-person and virtually. For everyone that was chill enough to stick it out, it was well worth the wait.