Husqvarna Motorcycles 2025 street range

THE TASK

The new 2025 models of the iconic Husqvarna Svartpilen and Vitpilen motorcycles needed a launch campaign that embodied the design and lifestyle driven character of the brand, and also delivered on the brand’s claim of sophisticated performance and strong Scandinavian heritage.

THE RESULT

Motivated by the dichotomy of the model range, split into the Svartpilen and Vitpilen models – both offered in multiple displacements – we created a concept, that would emphasize this difference, while still tying the whole range together with a single characteristic trait: being extraordinary.

We then created the imagery, that showed every model in their appropriate surroundings: The 125 and 401 models were shot in urban and semi-urban environments in Bergen, Norway (a high-risk, high-reward location, famous for its rain).

The twin-cylinder 801 models, needing faster riding were shot with architecturally intriguing backdrops and landscapes, specifically selected to fit each model: The rugged mountains of Portugal (our stand-in for Norway during winter) for the scrambler, and the abstract moonscape of a swedish racetrack for the roadster.

We delivered a digital campaign, consisting of a teaser phase, paid and organic assets, as well as a raffle and print assets like magazine ads and brochures.