The One Show
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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
Bronze Pencil
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
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
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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