Harley Davidson ‘Open Road Film Festival’: branded content done right

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Loved the thinking behind this project for Harley Davidson. It started off with a genuine consumer-driven business problem: how do you get someone to truly experience a Harley Davidson in a typical, traditional test drive that only lasts for about half an hour? The solution: a 24-hour test drive. That in itself is a brilliant idea for the category and the brand. The idea is further enhanced by the ‘Open Road Film Festival‘ where film makers are asked to produce short films with a Harley Davidson playing a key role in the film (a bike was provided for the shoot). But the twist was a winner: the ending of the film was provided first. Film makers were free to shoot the rest of the film but had to use the ending provided.

Agency: Lowe & Partners

Loved the approach and the big, bold execution.


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