Harley Owners Group Dubai Chapter / UAE / 2025Film · Social
The Tough Nuts Choir.
Thirty Harley-Davidson riders sang an original song about getting checked for prostate and testicular cancer, for Dubai's Harley owners' group and healthcare provider NMC.
- Brand
- Harley Owners Group Dubai Chapter
- Agency
- Tuesday Communications
- Market
- UAE
- Region
- GCC
- Year
- 2025
The challenge
The entry says many men in the UAE avoid screening because they see it as a sign of weakness, and clinical warnings weren't working.
The idea
Tuesday Communications wrote a song, vetted by doctors and by the Harley community, and recorded it with 11 riders on lead vocals, none of them singers. Thirty riders performed it in a music film shot at Dubai's Half Desert, shared by the Harley community with no paid media.
Results
- 2 million+ organic views across 24 countries, according to the Dubai Lynx entry
- Early screening bookings up 200% during the campaign, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2026Healthcare – Entertainment - Brand-led Education & AwarenessBronze
Credits
- Creative agency
- Tuesday Communications
- Production
- Mango Jam Studio
- Production
- Feel Productions
- Post-production
- Adgrains Studio
- Film Direction, Tuesday Communications
- Alok Gadkar
- Song Writing, Tuesday Communications
- Shamrock Nevis
- Art Lead, Tuesday Communications
- Mangesh Zemse
- Art Direction, Tuesday Communications
- Yogesh Bhusare
- Choreographer, Tuesday Communications
- Buddy Porteria
- Choreographer, Tuesday Communications
- Alaina Roy
- Production Coordination, Tuesday Communications
- Srini Subburajan
- Creative Consultant, Independent
- June Laffey
- Sound Production, Mango Jam Studio
- Wilbur D'Costa
- Audio Engineer, Mango Jam Studio
- Sandeep Sequeira
- Music Composer, Mango Jam Studio
- Darrel Mascarhenas
- Film Production, Feel Productions
- Sandip Shivtarkar
- Cinematography (freelance)
- Timothy Fare Mathews
- Film Production, Feel Productions
- Angee Ibrahim
- Film Production, Feel Productions
- Jayvee John Vonn
- Public Relations, Lisa Drury Consulting
- Lisa Drury
