With Harley-Davidson sales slumping to record lows, Droga5 set out to show prospective riders (and remind old riders) of the benefits of riding. It uncovered an interesting truth: that time spent in total concentration on the bike gives riders a sense of mental, physical, spiritual and emotional wellbeing. It’s meditation for people who don’t buy into the idea of self-care: a kind of full-throttle wellness. In this film, Droga5 dramatises how riding a Harley-Davidson can help you break free of the shackles of today’s always-on techno-society.
What did the judges have to say?
Overall, as a jury, we loved the bold decision to embrace natural light and how well the stark cinematography immersed us in the idea of switching off, escaping technology and taking time to appreciate the natural world around us. It feels like such a fresh, smart approach for a large, well-known brand.Aoife McArdle, Director & Cinematographer, Somesuch