Harley-Davidson and Instagram Ride the 'Road of Imagination' with 303 MullenLowe Sydney
Harley-Davidson, 303 MullenLowe and Instagram
have launched a campaign that celebrates the freedom of riding a Harley
and targets younger audiences by asking, "Where will the road take you?"
303
MullenLowe recruited three Australian illustrators to take people on a
journey to the #Roadofimagination. Each panoramic image is its own
garden of earthly delights: Neptune's land is an oceanscape of mermaids
and beard-riding surfers; for Instagram's foodie community there are
burger-growing carnivorous trees and clouds that rain strawberries; and
for nature lovers there's a campsite crawling with ghoulish marsupials.
VIEW THE CAMPAIGN
VIEW THE HUNGER AD
VIEW THE OCEAN AD
VIEW THE OUTDOORS AD
Says
David Turney, head of advertising, promotions and PR, Harley-Davidson
Australian and New Zealand: "As a brand, Harley-Davidson stands for
authenticity and individuality.
We wanted to express this spirit of freedom by using artists with their
own unique style to reach communities who might not ordinarily consider
riding a Harley."
Says
Richard Morgan, executive creative director at 303 MullenLowe: "We
analysed the things young people are already following on Instagram like
food, surfing and travel, and used this as leverage to connect with new
audiences. It was great tapping into these insights to grow Harley's
following even more."
#Roadofimagination is now running across Facebook and Instagram, driving audiences to a microsite where they can win a canvas.
Client: Harley-Davidson Australia & New Zealand
Head of Advertising, Promotions & PR: David Turney
Agency: 303 MullenLowe
Managing Partner, Digital & Innovation: Brad Morris
Executive Creative Director: Richard Morgan
Art Director: Jeena Van Der Heul
Social Strategy Manager: Chelsie Paulson
Digital Design Director: Alex Beech
Senior Copywriter: Joe Van Trump
Digital Producer: Jacob Anderson
Tech Lead: Rob Shearing
Front End Development: Max Norton
Illustrators: Sean Morris, James Gulliver Hancock, Benjamin Constantine
Agency: The Jacky Winter Group
