2001 Best Headline and Copy

Harley Davidson

Brand Campaign

Harley-Davidson needed a campaign that would appeal to its core audience and attract new riders. After 14 years of record sales and profits, competitors had mounted a serious attack on Harley's #1 position. "The Song Isn't Born to be Status Quo," captured the spirit of Harley's core customers and wannabe riders - freedom, passion and love of the open road. This campaign helped reaffirm Harley's dominance. The brand continued its sold-out status and enjoyed a 17% increase in sales, making 2000 the 15th consecutive year of record sales and profits.