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 to a Harley: a custom-pimped trike, built around a script starring two rebellious elves. 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.

My Role

Art Director, working alongside a Copywriter and reporting to an ECD. I developed the idea and script, built around two rebellious elves, and worked with a production company to bring it to film.

Outcome

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