Ogilvy South Africa for Harley Davidson (2004/2007) – Born to be creative
Posted: September 30, 2011 Filed under: Agency, Cannes Lions, Case History, Press/Outdoor, South Africa, TV/Film | Tags: bikes for women, born to be creative, Bridget Johnson, clothing, David Prior, Gerry Human, Harley Davidson, Mike Groenewald, Ogilvy, Ogilvy South Africa, Ogilvy South Africa for Harley Davidson, pin up calendar, rentals, Robyn Bergmann, tour, Vanessa Gibson 1 Comment »Harley Davidson Rentals (Tattoo) – 2004
Creative Director: Gerry Human
Copywriter: Neil Ross
Art Director: Mike Groenewald
Photographer: David Prior
Bronze Lion
Harley Davidson T-shirt – 2004
Creative Director: James Daniels/Gerry Human
Copywriter: Bridget Johnson
Art Director: Mike Groenewald
Photographer: David Prior
Harley Davidson (Charity Event) – 2005
Creative Director: James Daniels/Gerry Human
Copywriter: Irene Perrevos
Art Director: Jayson Dicks
Photographer: David Prior
Harley Davidson (Bikes for women) – 2006
Creative Director: Fran Luckin
Copywriter: Bridget Johnson
Art Director: Vanessa Gibson, Robyn Bergmann
Photographer: Clive Stewart
Gold Lion for the campaign
Harley Davidson Motorcycles (Dog/Baby/Granny) – 2006
Creative Director: James Daniels
Copywriter: Konstant Van Huyssteen
Art Director: Mike Groenewald
Photographer: David Prior
Silver Lion for the campaign
Harley Davidson Motorcycles (Ronnie’s Sex Shop) – 2006
Creative Director: James Daniels
Copywriter: Konstant Van Huyssteen
Art Director: Mike Groenewald
Photographer: Mike Lewis
Bronze Lion
Harley Davidson Aftershave (Shaving Cut) – 2006
Creative Director: Fran Luckin
Copywriter: Trevor Sacks
Art Director: Suzanne Strydom
Photographer: Clive Stewart
Shortlist
Harley Davidson (Breakfast Run) – 2006
Creative Director: Fran Luckin/Gerry Human
Copywriter: Derek Shevel
Art Director: Karry Barry
Photographer: Robyn Vickers
Harley Davidson Clothing (Fire/Pee/Smoke) – 2006
Future Riders Apparel
Creative Director: Fran Luckin/Gerry Human
Copywriter: Derek Shevel
Art Director: Karry Barry
Photographer: Kary Barry
Harley Davidson Tour (Class photo) – 2006
Creative Director: Fran Luckin
Copywriter: Sanele Ngubane
Art Director: Peter Little
Photographer: Shahn Rowe
Shortlist
Harley Davidson Motorcycles (Affair) – 2006
The man who rides a Harley-Davidson commands the kind of respect that’s way beyond anything the average guy will ever experience.
Creative Director: Fran Luckin
Copywriter: Bennie Du Plessis, Derek Shevel
Art Director: Karry Barry
Production Company: FreshWater Film
Director: Slim Grippa
Shortlist
Harley Davidson Clothing (Boots/Jeans/Shirt) – 2007
Creative Director: Gerry Human/Jonathan Beggs
Copywriter: Alison Hingle
Art Director: Mike Martin
Photographer: David Prior
Harley Davidson Veteran Club (Veterans) – 2007
Creative Director: Gerry Human/Fran Luckin
Copywriter: Haidee Nel
Art Director: Vanessa Gibson
Photographer: David Prior
Harley Davidson Gay Tours (Tours) – 2007
Creative Director: Gerry Human
Copywriter: Bridget Johnson
Art Director: Robin Bergmann
Photographer: David Prior
Harley Davidson Pin Up Calendar – 2007
The Brief
To showcase Harley’s customisable bikes to a growing market of lady riders in a fresh and interesting way.
The Solution
We took the idea of the perennial bikers’ ‘pin-up’ calendar and gave it a little twist. We replaced the girls with typical Harley guys posing suggestively on 6 classic Harleys that are customisable for women. The calendars were then mailed to prospective lady buyers on the Harley database.
The Results
The calendars met with hugely positive responses both from our client and the lady riders themselves. An initial print run of 1000 calendars was mailed to the market but due to high demand, two additional editions were ordered and sold at breakfast runs. Although not initially intended as items for sale, the revenues generated from sales were a welcome bonus
Creative Director: Gerry Human/Fran Luckin
Copywriter: Bridget Johnson
Art Director: Vanessa Gibson
Photographer: David Prior
Shortlist
