Harley Davidson

Pan America World Tour: Gonzo Journals

OBJECTIVE

Harley-Davidson, in partnership with Condé Nast, aimed to introduce the Pan America ADV motorcycle to a global audience, underscoring the brand’s allegiance to adventure. The objective was to captivate motorcycle enthusiasts and adventure seekers worldwide by showcasing the motorcycle’s versatility through exhilarating journeys across six countries. This campaign sought to leverage Condé Nast’s extensive network, tapping into a community of passionate bikers and adventurers, to spread the word about the Pan America motorcycle.

EXECUTION

To bring this vision to life, a diverse team of twelve Pan America Explorers from various professions embarked on a two-month adventure across three continents. This initiative was inspired by Gonzo journalism, intending to capture its essence through a series of first-person narratives and compelling storytelling. 

The campaign was spearheaded by Corey Seymour, a Vogue editor and co-author of Gonzo: The Life of Hunter S. Thompson, ensuring the content resonated with the campaign’s adventurous spirit. Collaborating with BRAVÒ and renowned Gonzo artist Ralph Steadman, the campaign featured iconic illustrations and media assets, showcased across Condé Nast publications, and distributed organically and through paid media on various platforms.

OUTCOME

The “Harley-Davidson Pan America Explorers” campaign achieved its objective by effectively introducing the Pan America ADV motorcycle through a blend of captivating storytelling and visually striking content. The use of diverse explorers and Gonzo-inspired narratives resonated well with the target audience, emphasizing the motorcycle’s adaptability and Harley-Davidson’s commitment to adventure.

Ralph Steadman’s illustrations provided a unique and cohesive visual identity for the campaign, enhancing its impact and appeal. Through strategic cross-media distribution, the campaign successfully engaged a global audience, solidifying Harley-Davidson’s position in the adventure motorcycle market and fostering a strong connection with motorcycle and adventure enthusiasts worldwide.