ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Tough Turban
Agency Zulu Alpha Kilo / Toronto + Pfaff Harley-Davidson / Toronto + Sparks Innovation / Toronto + Zulubot / Toronto
About the Work
Turban-wearing Sikh motorcyclists are now exempt from helmet laws in several provinces across Canada. For some, this creates a difficult choice between the protection offered by a helmet and the deep significance of a Turban to the Sikh identity. With all the technological advances in the world of protective gear, nobody should have to choose between safety and their identity.
With this community of riders in mind, Pfaff Harley-Davidson introduced the first impact resistant turban. Layered with bulletproof composite fabric, foam that hardens on impact and 3D printed armour, the Tough Turban empowers riders to protect who they are.
Stepping up to a challenge like this was a valuable opportunity for Harley-Davidson to help a specific group of riders overcome a big hurdle to fully embrace their passion and to send a clear message about the importance of diversity.
The open-source designs have been shared online so manufacturers across the world can create similar reinforced turbans for riders in their regions.
With this community of riders in mind, Pfaff Harley-Davidson introduced the first impact resistant turban. Layered with bulletproof composite fabric, foam that hardens on impact and 3D printed armour, the Tough Turban empowers riders to protect who they are.
Stepping up to a challenge like this was a valuable opportunity for Harley-Davidson to help a specific group of riders overcome a big hurdle to fully embrace their passion and to send a clear message about the importance of diversity.
The open-source designs have been shared online so manufacturers across the world can create similar reinforced turbans for riders in their regions.
2022 Awards
Total Points: 90
Best of Discipline Cube
Credits
Agency
Zulu Alpha Kilo / Toronto
Design Firm
Sparks Innovation / Toronto
Client
Brandon Durmann
Melanie Somerville
Client / Brand
Pfaff Harley-Davidson / Toronto
Production Company
zulubot / Toronto
Chief Creative Officer
Zak Mroueh
Creative Director
Zak Mroueh
Designer
Jeff Watkins
Director
Barbara Shearer
Director of Photography
James Arthurs
Editor
Jessie Posthumus
Executive Producer
Tom Evans
Illustrator
Nabil Elsaadi
Rasna Jaswal
Photographer
Dan Lim
Raina + Wilson
Producer
Laura Dubcovsky
Kathryn Brown
Strategist
Spencer MacEachern
Shaunagh Farrelly
Head of Production
Adam Palmer
Line Producer
Colleen Allen
Motion Graphics
Ashlee Mitchell
Account Team
Rob Feightner
Matt Sinuita
David Trembley
Karla Ramirez
Allison Diaz Mercado
Associate Creative Director / Art Director
Vic Bath
Associate Creative Director / Writer
Dan Cummings
Audio Engineer
Dino Cuzzolino
Head of Design
Stephanie Yung
Online Artist
Felipe Chaparro
PR Team
Jacki Nelson Shilletto
Andrew Findlater
Web Design
Jacqui Lau
Kesia Payne
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