2018 Winners

Harley-Davidson Canada

Common Ground

Zulu Alpha Kilo

SilverBrand Content

Harley was seen as a bike brand for white men over 50. The Canadian motorcycle community admired the brand’s iconic history, but they weren’t riding the bikes. So the company was on a mission to build up its rider base.

In 2016, the brand brought in younger riders with the launch of a Harley themed café. In 2017, it sought to tackle the diversity issue.

Harley’s 100th year in Canada presented a celebratory milestone to showcase a brand and rider base as varied as Canada. Harley needed to create a breakthrough, integrated program to provoke a more diverse rider mix to consider Harley while staying top of mind with its core riders.

The company sought to create the first foreign exchange for bikers. So the team created a 12-part documentary series called Common Ground, which was a foreign exchange of bikers. It invited Harley riders from New Zealand, Mexico and India to Canada, and paired them with riders from Nova Scotia, Quebec and Alberta.

A documentary crew followed them as they ventured on a six-day journey across Canada, visiting communities, meeting people and taming diverse landscapes. Starting as strangers, they forged bonds through the common ground that connects them: riding.

Every ride was promoted through short- and long-form content, shared by the riders and on the company's social platforms. Instream social videos along with canvassing, Instagram story promotions and wild postings drove the social campaign’s awareness. Common Ground and its supporting content were housed on HDCommonGround.com, while CRM initiatives nurtured leads to retarget active followers.

The social campaign quickly gathered mainstream media interest. Discovery Canada showcased Common Ground in a one-hour primetime show. A total of 475,000 Canadians tuned into the weekend airing, exceeding coveted live sports programming like Toronto FC, which had generated 93,000 views on similar networks in 2017.

Further to that, a live-synced Instagram story shared behind-the-scenes content resulting in over 757,000 impressions, with a unique reach of over 576,000 viewers.

Credits
Brand: Harley-Davidson Canada
Agency: Zulu Alpha Kilo
CCO: Zak Mroueh
Executive CD: Allen Oke
Associate CD, AD: Noel Fenn
Associate CD, Writer: Andrew Caie
AD: Brendan McMullen
AD (Posters): Andrea Romanelli
Writer: Jacob Pacey
Designer (Posters): Ryan Booth
Agency Producer: Pam Portsmouth
Agency Producer (Posters): Kari Macknight Dearborn
Digital Imaging: Brandon Dyson, Jim Tinios
Mac Artist: Greg Heptinstall; Brandon Dyson
Account Team: David Tremblay, Kerry McKibbin, Lance Kowlessar, Alice Ko
Strategic Planner: Heidi Philip, Jamie Cuthbertson
Strategy Director: Heather Segal
Brand Innovation Director: Sean Bell
Community Manager: Sam Kamiel
Client (Company): Harley-Davidson Canada
Clients: Ignacio Isusi, Jay Owen, Vesa Mikkola, Marco DiGiantomasso
Media Agency: Team Ignite
Media Agency Planner: Brian Gault, Jamie Camden
Production House: Artifact Nonfiction
Director: David Grabias
Production House Producer: Bryce Brentlinger Anne Edgar
Director of Photography: John Tran
Video Post Facility / Editing Company: Zulubot
Editor: Jay Baker, Micah Rix-Hayes, Rod Christie, Chris Minns
Compositor / Online: RedLab
Transfer: RedLab
Colourist: Jason Zukowski
Compositor / Online: Zulubot
Music House: APM
Audio Post Facility: RedLab
Audio Director: Sonny Keyes
Producer: Jodie Moore
Engineer: Sonny Keyes
Audio Post Facility/Music House: Zulubot Audio
Engineer: Stephen Stepanic
Compositor / Online: Zulubot
Transfer: RedLab
Colourist: Jason Zukowski
Illustrator (Posters): Adi Gilbert – 99 Seconds

Have questions? Need help?
Contact Zoe Sherwood at 416-408-2300 x237 or zsherwood@brunico.com.