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Desperate to shed its baby boomer appeal and widen its audience which is understandable, Harley Davidson has launched the millennial-centric "Where will the road take you?" campaign for it's Australia and New Zealand market. They recruited three artists to create the above murals, allowing said artists to express freedom as they saw it. Says Richard Morgan, Executive Creative Director at 303 MullenLowe: “We analyzed 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.”
All well and good for growing an insta feed and the illustrations look neat and are definitely made for the see it, like it, share it, forget it behavior on social media, but rather than grow Harley's following on social, it might also be good to sell some bikes.
While "When the great outdoors," show flashes of edge, at least in their fuller version on the Road of Imagination website, I can't say that going to the beach or the woods, or to grab a snack are incredibly imaginative scenarios.
it's also hard to get past how incredibly off brand this is. Harley doesn't just stand for freedom, but for rebellion, even a punk rock devil-may-care attitude. And it has stood for that since its inception almost 115 years ago. I'm not saying every image need to be of a Hell's Angel or some kind of leather-clad hooligan. Far from it. But you set up a "see where it takes you direction," which I was totally tracking, but removed that thick DNA strand that makes parents forbid their children to have one, making the bike all the more appealing. This bike is still best exemplified in the iconic Easy Rider's cross-country ride across the American desert, set to appropriately rebellious music. Now, the message is more along the lines of "Harley's a nice bike to ride for when you feel peckish and want to get a burger."
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