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Creative

Harley-Davidson Uses Engine to Create Meditation Track for World Relaxation Day

Idea conceived by 303 MullenLowe Sydney and brought to life by Sonar Music using ASMR

Harley-Davidson Uses Engine to Create Meditation Track for World Relaxation Day

Harley-Davidson Australia/NZ has marked world relaxation day by releasing a guided meditation track where the only instrument is the metronomic sound of a Harley ticking over.

The idea was conceived by 303 MullenLowe Sydney and brought to life by Sonar Music using ASMR (Autonomous sensory meridian response) recording techniques designed to elicit a relaxing sensation throughout the body.

Says David Roberts, CD, 303 MullenLowe: "The boom in mindfulness apps shows the need people have to escape their daily stress. And for a passionate tribe out there, this is the sound of freedom and relaxation."

Says Keith Waddell, marketing director, Harley-Davidson ANZ: "Harley riders always talk about the feeling of freedom they get out on their bike. So for those times they can't be out riding, this is the next best thing."

The binaural audio experience begins with a rider going through their pre-ride rituals, before taking off on a 2018 Softail Street Bob. A practicing meditation instructor was cast to narrate their journey.


Spotify has selected the project to be part of its global 'Be Heard' initiative that explores the possibilities of audio advertising. A short version will run across the Spotify platform which links to the full version on the H-D meditation site.

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Client

Advertiser: Harley-Davidson ANZ

Marketing Manager: Hayley Walton

Marketing Director: Keith Waddell

Creative Agency

Creative Agency: 303 MullenLowe Sydney

Art Director: Leila Cranswick

Producer: Ana Pinheiro

Executive Creative Director: Gary McCreadie

Designer: Jasmine Xie

Managing Partner: Brad Morris, Matt Clarke

Senior Digital Designer: Andreas Pratikto

Developer: Susanna Klein

Senior Digital Producer: Robin Swire

Senior Digital Designer : Andreas Pratikto

Creative director: David Roberts

Sound

Sound Company: Sonar Music