What could be tougher than a piece of road over which cars ride every day? We laid down a durable belt-like material over rumble strips (round metal speed bumps) to create a large Harley Belt. The medium demonstrated the toughness of the belts in a highly impactful way, since anyone who rode over it or walked past it couldn't fail to notice it.

For a minimal investment, the execution delivered high impact and highly positive results. The Harley Dealers outside which the execution ran reported a dramatic increase in sales of apparel - particularly belts.