The One Show

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

2022 One Show - Experiential & Immersive

Tough Turban

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

Client Pfaff Harley-Davidson

Category

Innovation & Transformation / Innovation in Experiential

Annual ID

OS22_EX071M

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 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. Our open-source designs have been shared online so manufacturers across the world can create similar reinforced turbans for riders in their regions. 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 message about the importance of diversity.

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

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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