Harley-Davidson: True Measure

Credits:

Harley-Davidson Harlista Campaign

Art Director: Doug Pedersen
Copywriter: Heath Pochucha

Chief Creative Officer: Jim Nelson
Group Creative Director: Tom Riddle
Photographer: Sandro
Broadcast Producers: Tara Mulholland, Freddie Richards, Jon Mielke
Art Producer: Jenny Barnes/Andrea Mariash
Print Producer: Charlie Wolfe
Account Manager: Britta Larson
Project Manager: Chenney Gruber

Documentary Video (additional credits):
Director: Peter Gilbert
Production Company: Workhorse Media
Producer: Pola Brown (Exec Producer at Workhorse Media), Eve Cross (Line Producer)
Editor: Mick Uzendoski / DriveThru

Music: Singing Serpent


Online (additional credits):

Associate Digital Producer: Genna Freeberg
Flash development: Marc Bloomquist


When you hear the words Harley-Davidson, a certain image comes to mind. But the world of Harley is much larger and is made up of far more than just one culture. The purpose of the Harley-Davidson Harlista campaign, is to honor the lives and rich history of Latino Harley riders—a fiercely dedicated breed who proudly call themselves Harlistas.


To this end, Carmichael Lynch enlisted the award-winning documentary filmmaker Peter Gilbert of Hoop Dreams to chronicle the lives of three Harlistas in a documentary short launching on YouTube, Facebook and a newly created Harlista microsite. A series of web TV spots encourages users to visit the Harlista microsite where they can see more Harlistas’ stories and submit their own for a chance to be part of an upcoming feature-length Harlista documentary. A print campaign featuring each man’s personal journey was created. And a media rich banner experience rounds out the campaign where users can flip through the pages and interact with the stories of three featured Harlistas. Harlista stories have been flooding into the microsite, so much so that the planned feature-length documentary is ahead of schedule.