the brief
Victory Motorcycles create powerful, well-engineered cruisers that appeal to enthusiasts. The market is currently dominated by Harley Davidson and Rave needed to produce hard-hitting ads with a unique voice.

the solution
The product is so visually striking part of the job was already done, but Rave needed to show the bikes at their majestic best. The creative team also produced a series of gritty headlines to resonate with the target market.

the result
Audiences and dealers loved the ads and felt they had more impact and attitude than the market leaders. The campaign also won Gold in the copywriting category of the 2009 Cream Awards.