Having seen how Harley Davidson year after year makes bland alternatively sexist advertising aimed at women, we got tired. The world's most successful motorcycle brand cannot go around ignoring knowing more than 10% of its consumers. That's why we created a fictional advertising campaign that, in the true spirit of the Harley Davidson, would attract women to want to start riding a motorcycle, without sweeping the cocky under the rug or placing a lightweight supermodel in heel shoes on a motorcycle. INSIGHT: To love a Harley is to love in a whole different way. IDEA: Harley Davidson, a different gentleman. We created an ad series based on our insight. These annnos will be on large format signs, but also on middle advertising places such as on metro or bus shelters. Then apply them in typical women's magazines where they are guaranteed to stand out from the crowd.