Harley-Davidson’s campaign via 303Lowe Sydney makes global list of top Xmas campaigns for 2015
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.
After two weeks and with over 1,200 entries, Harley-Davidson found its winner: four-year old Charlotte Russell (left). A little girl, with a big heart.
Says Richard Morgan, executive creative director at 303Lowe: “Originally, we were trying to find a kid on Santa’s naughty list who was also tough enough to ride a Harley tricycle. 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 installment, shot by Curious Film, launched online on Christmas Day.
The competition ran from 4th to 15th December across Facebook, Twitter and Instagram.
Client – Harley-Davidson
Adam Wright – Director Marketing
David Turney – Advertising, Promotions & PR Manager
Hareni Nimalan – Advertising & Promotions Coordinator
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 and Brian Phares