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Harley-Davidson: The Road of Imagination - When the great outdoors calls

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.

Says Richard Morgan, Executive Creative Director at 303 MullenLowe: “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.
Credits Other credits

Managing Partner, Digital & Innovation: Brad Morris

Social Strategy Manager: Chelsie Paulson

Digital Design Director: Alex Beech

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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