Putting a rebellious brand at the heart of a Christmas story

Challenge

How could a rebellious brand like Harley‑Davidson get back on Santa’s nice list?

Idea

We gave away the next best thing: a custom‑pimped trike. Harley‑Davidson invited kids to apply to be the “tough enough” rider, turning the campaign into a playful, heart‑felt contest that balanced the brand’s edge with seasonal warmth.

How it worked

• Developed a humorous social film that introduced the competition and gave it a playful backstory, leaning into Harley‑Davidson’s ‘badass’ personality while keeping it Christmas‑friendly.

• Launched the campaign across Facebook, driving over 1 million views and 1,200 entries in four weeks.

• Delivered the custom trike just in time for Christmas to a tough little girl with a big heart, turning the prize handover into an emotional and shareable piece of social content.

Outcome

• The campaign leaned into Harley‑Davidson’s attitude while feeling warm, inclusive and appropriately naughty‑nice.

• Recognised as one of L’ADN’s top 15 Christmas campaigns of 2015, alongside John Lewis, Sainsbury’s and Walmart, and was the only Australian/NZ‑based finalist in the list.