Harley-Davidson Motorclothes

You could put a Harley logo on a cow chip and motorcycle enthusiasts would buy it. That’s not the problem. The trick is to maintain a cherished American brand while selling something completely different. The solution? Speak in truisms. True Harley enthusiasts believe it’s never too cold, hot, wet or windy to ride. Our premise was to demonstrate this “ride through it” rallying cry by showing real riders, cast from local dealerships, in real riding conditions, wearing genuine Harley-Davidson MotorClothes. The ‘03 seasonal catalog campaign “Passing Through” thus celebrated the great American road trip: From Denali National Park in Alaska to the Wormsloe Plantation in Georgia. It worked. This campaign helped earn an Effie, the one advertising award that judges great work by its results.

Agency: Carmichael Lynch. Creative Team: Brad Gilmore, Ray Fesenmaier.