A film by Curious and a clever idea for Harley-Davidson by 303Lowe Sydney has achieved 1m views on Facebook.
Two bored elves in Santa’s workshop pimp a pink tricycle, giving it graphite paintwork, high-rise handlebars and a custom Harley Easy Rider seat. So Santa sends them out to look for a badass kid worthy of owning it.
The idea by 303Lowe Sydney was a social media campaign for Harley-Davidson, #NiceToBeNaughty. The search for a badass kid – and the Harley trike – were real. The film was directed by Curious Film’s newest director, Brian Phares.
The campaign achieved 1 million views on Facebook over Christmas. And it was listed in L’ADN’s top 15 Christmas campaigns of 2015 with those for John Lewis, Sainsbury’s and Walmart – the only campaign from Australia & New Zealand to make the list.
The competition ran from December 4 to 15 on Facebook, Twitter and Instagram. After two weeks and more than 1,200 entries, Harley-Davidson found its badass kid – four-year old Charlotte Russell.
The little girl with the big heart made the agency rewrite its brief. “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,” stated Richard Morgan, executive creative director at 303Lowe.
To deliver the custom trike, Harley-Davidson and 303Lowe sent Santa’s elves to Charlotte’s house just in time for Christmas, and Curious was there to film it. That film launched online on Christmas Day.
Credits:
Agency: 303Lowe Sydney
Executive creative director: Richard Morgan
Managing partner, digital and innovation: Brad Morris
Managing partner: Matthew Clarke
Senior business manager: Raoul Gundelach
Copywriters: Simon Jackson & David Biddle
Art director: Sal Cavallaro
TV producer: Louise Reimnitz
Content manager: Susie Shaw
Production company: Curious Film
Producer: Ben Swaffer
Director: Brian Phares
Client: Harley-Davidson
Adam Wright: Director marketing
David Turney: Advertising, romotions & PR manager
Hareni Nimalan: Advertising & Promotions Coordinator
