2018 Winner

Harley-Davidson

Building a Common Ground

Initiative / Zulu Alpha Kilo

GoldProducts and Services - Best in Automotive

Harley-Davidson was seen as a brand for middle-aged white guys. Knowing a younger audience would be skeptical of a brand purpose “ad,” Harley worked with Zulu Alpha Kilo and Initiative to deliver branded content that demonstrates “community through ridership.” The result was Common Ground, a 12-part doc that matched international Harley riders with locals across Canada. The agencies launched Common Ground as an online mini-series, but it ultimately became a docu-series that was aired on the Discovery. The channel’s primetime broadcast of the series drew more than 475,000 viewers. And live-synced behind-the-scenes content on Instagram Stories resulted in more than 757,000 impressions.

Credits
Client: Harley-Davidson Canada
Marketing Team, Harley-Davidson Canada: Ignacio Isusi, Jay Owen, Vesa Mikkola, Marco DiGiantomasso

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Allen Oke
Associate Creative Director, Art Director: Noel Fenn
Associate Creative Director, Writer: Andrew Caie
Art Director: Brendan McMullen
Art Director (Posters): Andrea Romanelli
Writer: Jacob Pacey
Designer (Posters): Ryan Booth
Agency Producer: Pam Portsmouth
Agency Producer (Posters): Kari Macknight Dearborn
Digital Imaging: Brandon Dyson, Jim Tinios
Mac Artist: Greg Heptinstall; Brandon Dyson
Account Team: David Tremblay, Kerry McKibbin, Lance Kowlessar, Alice Ko
Strategic Planner: Heidi Philip, Jamie Cuthbertson
Strategy Director: Heather Segal
Brand Innovation Director: Sean Bell
Community Manager: Sam Kamiel

Media Agency: Initiative
Media Planners, Team Ignite: Brian Gault, Jamie Camden

Production House: Artifact Nonfiction
Director: David Grabias
Production House Producer: Bryce Brentlinger, Anne Edgar
Director of Photography: John Tran
Video Post Facility / Editing Company: Zulubot
Editor: Jay Baker, Micah Rix-Hayes, Rod Christie, Chris Minns
Story Consultant: Barbara Shearer
Compositor / Online: RedLab
Transfer: RedLab
Colourist: Jason Zukowski
Compositor / Online: Zulubot

Music House: APM
Audio Post Facility: RedLab
Audio Director: Sonny Keyes
Producer: Jodie Moore
Engineer: Sonny Keyes
Audio Post Facility/Music House: Zulubot Audio
Engineer: Stephen Stepanic
Illustrator (Posters): Adi Gilbert – 99 Seconds

Digital Marketing/PR Teams: JAM Direct Inc. and Weber Shandwick Canada
Media Partners: Bell Media and Grassroots