Harley-Davidson targets millennials with Instagram campaign

22 June 2016

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Harley-Davidson has mixed up its messaging with a social media campaign that taps into the Instagram trends of surfing, food and travel.

Harley-Davidson has taken to Instagram and Facebook with a new illustrated campaign featuring the work of Australian illustrators.

The work, by 303 Mullen Lowe, is a move away from the traditional advertising we see from the automotive company.

Instead, the new creative targets a younger audience with the question, Where will the road take you?” immersing them into a fantasy land of hamburgers and Neptune’s Paradise.

The idea behind the campaign came from how young people are communicating on social media, with 303 Mullen Lowe tapping into the trends seen on Instagram, such as surfing and travel.

The full campaign site can be seen here.


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

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