Harley-Davidson’s #NiceToBeNaughty social campaign – which launched on 4th December – has made it into the L’ADN top 15 Christmas campaigns of 2015.
Sharing company with the likes of John Lewis, Sainsbury’s and Walmart, it is the only nominee from Australia & New Zealand.
Over the past four weeks, the campaign received over one million views on Facebook. The film shows a pair of elves customising a tricycle with graphite paintwork, high-rise handlebars and a custom Harley Easy Rider seat, with the intent of gifting it to a kid badass enough to ride it.
Watch the original #NiceToBeNaughty film here.
After two weeks and with over 1,200 entries, Harley-Davidson found their winner: four-year old Charlotte Russell. A little girl, with a big heart.
“Originally, we were trying to find a kid on Santa’s naughty list who was also tough enough to ride a Harley tricycle,” 303Lowe executive creative director Richard Morgan said.
“But the little girl who ultimately won made us reframe what we thought ‘badass’ means. She showed us that being ‘badass’ isn’t just about motorcycles or breaking rules, it can be about a little kid who’s looking after her sister.”
To deliver the custom trike, Harley-Davidson and 303Lowe sent Santa’s elves to Charlotte’s house just in time for Christmas. The latest instalment, shot by Curious Film, launched online on Christmas Day.
The competition ran from 4-15 December across Facebook, Twitter and Instagram.
Client – Harley-Davidson
Adam Wright – Director Marketing
David Turney – Advertising, Promotions & PR Manager Hareni Nimalan – Advertising & Promotions Coordinator
Clients include: Audi, Aussie, IKEA, Cash Converters, Qantas Frequent Flyer, Harley Davidson, NSW Health, Unilever, Lend Lease, IMB, TAB and Fujitsu General.
Agency – 303Lowe Sydney
Richard Morgan – Executive Creative Director
Brad Morris – Managing Partner, Digital and Innovation Matthew Clarke – Managing Partner
Raoul Gundelach – Senior Business Manager
Simon Jackson & David Biddle – Copywriters
Sal Cavallaro – Art Director
Louise Reimnitz – TV Producer
Susie Shaw – Content Manager
Production – Curious Film Producer & Director – Ben Swaffer & Brian Phares
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