Harley has stood for freedom in Australia for over 100 years. But in the last few years sales have stalled and this is further compounded by a lack of a younger audience buying into the brand. We needed to connect Harley's brand promise of freedom in a new way with a new, younger audience. To do this, we tapped into the booming trend of mindfulness audio experiences and created a guided meditation track where the only instrument was a Harley-Davidson. To connect with the cultural conversation, we aired the ad on Australian radio around World Relaxation Day. It was accompanied by a social film which can be seen at https://harley-meditation.com/

We marked World Relaxation Day with a guided meditation track for those who prefer the sound of a Harley to healing crystals. We used tactile ASMR (Autonomous sensory meridian response) recording techniques, binaural sound design and a practicing meditation instructor to evoke the feeling of freedom and relaxation you can only experience riding a Harley.