The One Show

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2022 One Show - IP & Products

Tough Turban

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

Client Pfaff Harley-Davidson

Category

Physical Product / Promotional

Annual ID

OS22_IP016M

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. With a prototype ready, we launched a promotional campaign including video content where local Sikh riders took the Tough Turban out on the road and explained what it means to them. The video drove to a website hosting open-source designs, allowing other manufacturers to download and create similar reinforced turbans for riders in their regions. Media response exploded overnight, with coverage in 171 US media outlets, 54 in Canada, 18 in the UK, and 11 in India, totalling 238.8 million earned impressions and an advertising value of $2.19 million. 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: 1

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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