Harley-Davidson creates mindfulness track for World Relaxation Day
Harley-Davidson has joined the mindfulness movement with a track featuring its engine noise to create a guided meditation audio track for motorbike lovers.
Created by 303 MullenLowe, the two minute track aims to help motorbike riders de-stress by using ASMR (autonomous sensory meridian response) relaxation techniques.
This is the first campaign created by executive creative director Gary McCreadie who joined the agency from Ugly in May.
Launched for World Relaxation Day, David Roberts, creative director at 303 MullenLowe, said in a statement: “The boom in mindfulness apps shows the need people have to escape their daily stress. And for a passionate tribe out there, this is the sound of freedom and relaxation.”
Keith Waddell, marketing director, Harley-Davidson Australia and New Zealand, added: “Harley riders always talk about the feeling of freedom they get out on their bike. So for those times they can’t be out riding, this is the next best thing.”
Credits:
- Harley-Davidson ANZ
- Marketing Lead: Hayley Walton
- Marketing Director: Keith Waddell
- 303 MullenLowe Sydney
- ECD: Gary McCreadie
- CD: David Roberts
- Art Director: Leila Cranswick
- Managing Partner & Digital Innovation: Brad Morris
- Managing Partner: Matt Clarke
- Producer: Ana Pinheiro
- Senior Digital Producer: Robin Swire
- Senior Digital Designer: Andreas Pratikto
- Designer: Jasmine Xie
- Developer: Susanna Klein
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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