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Category
Products
Annual ID
OS22_HW020B
About the Work
In Canada, motorcycles account for 11% of motor vehicle fatalities and 12% of serious injuries despite making up only 3% of vehicles on the road. Canada also has the second largest Sikh population in the world.
In several provinces across Canada, Sikh communities have successfully advocated for religious exemptions to motorcycle helmet laws. 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: Why couldn’t a modern-day equivalent be created to provide protection while riding? With the wellbeing of this community of riders in mind, Pfaff Harley-Davidson leveraged the latest innovations in protective gear to create the Tough Turban.
Tough Turban is a marriage of ancient traditions and modern, high-tech engineering. It’s a turban made of impact-resistant materials that also fully respects the requirements of the Sikh faith. The chainmail worn by historical Sikh Warriors was adapted for modern times through a matrix of small, 3D-printed armoured plates. Another layer of protection came in the form of non-Newtonian foam, which starts out soft and pliable but hardens when force is applied, dispersing impact to protect the rider. We added tear and abrasion resistance with DYNEEMA® composite fabric, a material used in military-grade bulletproof clothing. Together, these layers of protection empower Sikh riders to protect who they are.
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: 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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