Muse Creative Awards | International Advertising Awards

Canada

2019

Common Ground

Entrant Company

Zulu Alpha Kilo

Category

Video

Client Name

Harley-Davidson Canada

Sub-Category

Automotive

Many know Harley-Davidson as an icon of Americana. What many donu2019t know is the brand has an enormous international ridershipu2014with 1M+ riders spread across 1400 Harley Owners Group Chapters, or u201cHOGsu201d in 104 countries. To celebrate its 100th anniversary in Canada, Harley brought them together, creating the first-ever foreign exchange program for bikers.

To launch the program, three riders from different parts of the worldu2014 Mexico, India, and New Zealandu2014 were paired with three Canadian riders they had never met, for a road trip across a different part of Canada.

Their journeys were turned into a web series, each episode following a different pair of riders. Viewers could follow the riders on social media in the lead-up to the release of each episode.

The series was advertised with retro-style illustrated movie posters and was eventually developed into a one-hour primetime documentary by the Discovery Channel, airing nationwide.

Credits

Chief Creative Officer/Zulu Alpha Kilo
Zak Mroueh
Executive Creative Director/Zulu Alpha Kilo
Allen Oke
Associate Creative Directors/Zulu Alpha Kilo
Noel Fenn, Andrew Caie
Art Director/Zulu Alpha Kilo
Brendan McMullen
Writer/Zulu Alpha Kilo
Jacob Pacey
Agency Producer/Zulu Alpha Kilo
Pam Portsmouth
Director/Artifact Nonfiction
David Grabias
Director of Photography/Artifact Nonfiction
John Tran
Production House Producer/Artifact Nonfiction
Bryce Brentlinger, Anne Edgar
Editors/Zulubot
Jay Baker, Micah Rix-Hayes, Rod Christie, Chris Minns
Story Consultant
Barbara Shearer
Colourist/RedLab
Jason Zukowski
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