Harley-Davidson’s New Campaign On Instagram Targets Younger Audience

Harley-Davidson’s New Campaign On Instagram Targets Younger Audience

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.

“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,” said David Turney, head of advertising, promotions and PR at Harley-Davidson Australia & New Zealand.

Richard Morgan, executive creative director at 303 MullenLowe said: “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

Date Tuesday 21st June 2016

Media Release Copy

Digital Producer: Jacob Anderson

Tech Lead: Rob Shearing

Front End Development: Max Norton

Illustrators: Sean Morris, James Gulliver Hancock, Benjamin Constantine

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