Harley-Davidson uses engine to create meditation track for world relaxation day via 303 MullenLowe
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.
Harley-Davidson ANZ
Marketing Lead: Hayley Walton
Marketing Director: Keith Waddell
303 MullenLowe Sydney
ECD: Gary McCreadie
CD: David Roberts
Art Director: Leila Cranswick
Managing Partner & Digital Innovation: Brad Morris
Managing Partner: Matt Clarke
Producer: Ana Pinheiro
Senior Digital Producer: Robin Swire
Senior Digital Designer: Andreas Pratikto
Designer: Jasmine Xie
Developer: Susanna Klein
Sound Post Production:
Sonar Music
12 Comments
I wish i’d thought of this.
You did think of this, that’s why you’re commenting on it.
The rest of us wish you hadn’t thought of this gimmicky piece of rubbish designed to impact nobody but an awards jury.
of making a Harley sound rubbish. Sounds like a 125cc…
Heard this on Spotify yesterday. Loved it.
Jet Sounds https://www.independent.co.uk/travel/news-and-advice/easyjet-release-album-single-engine-sounds-help-people-sleep-music-jetsounds-budget-airline-a7885971.html. So did media. Blanket coverage for that, versus ONE piece of consumer coverage. Frustrating waste of production budget by the client.
@ @brilliant. Who made you so sad and cynical? Who’s ‘the rest of us’? the other members of the grumpy ad man club? I had absolutely nothing to do with this, yeah it probably wont sell any bikes, or win awards for that matter, but everyone working on it would have got a laugh (as did I when I came across it this morning). Cheer up you grumpy old/young fart.
PS
To be honest I didn’t even listen to it, I only read the headline. But, that’s all I needed to know it was a nice little idea.
PPS It’s bad enough shitting on people’s work, it’s another thing shitting on people’s comments. That takes a special kind of wanker.
i’m also that special kind of wanker. this is rubbish and any d-grade sound designer could do this…stop the sonar hype.
Hey @pugwash, I didn’t realise there was any Sonar hype (we’re flattered!)
For any enquiries hit me up at sophie@sonarmusic.com.au
This medium is not popular withis audience, who would rather see thev bikethan hear it. This sadly is awards-driven and embarrassing as the first piece for the new emporer
why did it need to be guided with a destination site that has a form from circa 2004?
Just release 10 hours of the bike in various situations – low rpm and gear changing through tight streets to opening up on a stretch of road. create a spotify playlist. better yet suprise and delight a group of rough bikies by creating a real popup meditation room with a motorbike out the back on a dynamo supplying the ambient sounds and film their faces for content – Heineken style.
ASMR (Autonomous sensory meridian response)
LOL
2 mics and some lube.
Gotta say…. quite enjoyed that