The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Cultural Driver

Tough Turban

Agency Zulu Alpha Kilo / Toronto + Pfaff Harley-Davidson / Toronto + Zulubot / Toronto

Client Pfaff Harley-Davidson

Category

Cultural Driver

Annual ID

OS22_CD004B

About the Work

Turban-wearing Sikh motorcyclists are now exempt from helmet laws in several provinces across Canada. For some riders, 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 a turban made of impact-resistant materials that also fully respects the requirements of the Sikh faith. Layered with military-grade bulletproof composite fabric, foam that hardens on impact and 3D printed chainmail armour, the Tough Turban empowers riders to protect who they are. We launched our content piece and released the open-source designs in a campaign that expanded well past Canada’s borders. The initiative exploded overnight, with coverage in 171 US media outlets, 54 in Canada, 18 in the UK, and 11 in India. In the days following our launch, Sikh motorcycle communities around the world pressed for exemptions in their own countries. Some columnists and influencers in the motorsports community that had been against helmet exemptions reconsidered their stances. UK Sikh Federation leader Dabinderjit Singh cited the “Canadian invention” of the Tough Turban as a way forward as they launched their own campaign for helmet exemptions. Locally, the initiative led to a press tour for members of the Sikh motorcycle club, giving them a platform to advocate for exemptions in more Canadian provinces, all the while expanding the perception of a Harley rider in the popular imagination. Tough Turban’s open-source design allows any manufacturer to create similar reinforced turbans for riders in their regions, with the potential to benefit millions of riders worldwide.

2022 Awards

Total Points: 9

Credits

Agency

Zulu Alpha Kilo / 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

Executive Producer

Tom Evans

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

ACD Art Director

Vic Bath

ACD Writer

Dan Cummings

Audio Engineer

Dino Cuzzolino

Head of Design

Stephanie Yung

Online Artist

Felipe Chaparro

PR Team

Jacki Nelson Shilletto
Andrew Findlater

Product Design

Sparks Innovation

Web Design

Jacqui Lau
Kesia Payne

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