The One Show
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Category
Physical Products
Annual ID
OS22_EX053M
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.
In ancient times, Sikh warriors would go into battle with chain mail woven into the fabric of their turbans. This provided protection without violating religious tenets. It sparked our thinking: could a modern-day equivalent be created to provide the safety that Sikhs deserve?
With this community in mind, Pfaff Harley-Davidson introduced a turban made of impact-resistant materials. With military-grade, bulletproof composite fabric, foam that hardens on impact and 3D printed armour, the Tough Turban empowers riders to protect who they are.
We launched our prototype with footage of Sikh riders experiencing Tough Turbans for the first time. They appreciated that it tied like a traditional turban and therefore met the requirements of their faith. As avid riders, they were impressed by the use of the latest innovations in motorcycle gear. During their test-drive, they spoke of the freedom of the open road and the freedom to embrace their identity. As one rider put it, “this makes us feel part of the Harley family.”
Historically, Harley-Davidson has been perceived as being the choice of older white men. Stepping up to this challenge was a valuable opportunity help a specific group of riders overcome a big hurdle to fully embrace their passion — and to send a clear signal about the importance of diversity.
The Tough Turban designs are open-source, allowing any manufacturer to create similar reinforced turbans for riders in their region, with the potential to benefit millions of riders worldwide.
In ancient times, Sikh warriors would go into battle with chain mail woven into the fabric of their turbans. This provided protection without violating religious tenets. It sparked our thinking: could a modern-day equivalent be created to provide the safety that Sikhs deserve?
With this community in mind, Pfaff Harley-Davidson introduced a turban made of impact-resistant materials. With military-grade, bulletproof composite fabric, foam that hardens on impact and 3D printed armour, the Tough Turban empowers riders to protect who they are.
We launched our prototype with footage of Sikh riders experiencing Tough Turbans for the first time. They appreciated that it tied like a traditional turban and therefore met the requirements of their faith. As avid riders, they were impressed by the use of the latest innovations in motorcycle gear. During their test-drive, they spoke of the freedom of the open road and the freedom to embrace their identity. As one rider put it, “this makes us feel part of the Harley family.”
Historically, Harley-Davidson has been perceived as being the choice of older white men. Stepping up to this challenge was a valuable opportunity help a specific group of riders overcome a big hurdle to fully embrace their passion — and to send a clear signal about the importance of diversity.
The Tough Turban designs are open-source, allowing any manufacturer to create similar reinforced turbans for riders in their region, with the potential to benefit millions of riders worldwide.
2022 Awards
Total Points: 3
Merit
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
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
Andrew Findlater
Jacki Nelson Shilletto
Product Design
Sparks Innovation
Web Design
Jacqui Lau
Kesia Payne
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