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.
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
About the Work
Historically, Harley-Davidson has been perceived as the motorcycle of choice of older white men. Pfaff Harley-Davidson, located in Toronto, one of the most multicultural cities in the world, wanted to challenge this perception. Instead of a traditional communications strategy, we created an innovative solution to address an important diversity consideration relevant to our ridership.
Canada has the world’s second largest Sikh population, who are now exempt from helmet laws in several provinces. This grants them the freedom to wear their turban while riding. But for some riders, this creates the conflict of choosing between the protection offered by a helmet and the deep personal significance of the Turban, traditional 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.
Tough Turban is made of impact-resistant materials that also 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 offers substantial protection.
With a prototype ready, we launched a public relations campaign that expanded well past Canada’s borders. With coverage in 171 US media outlets, 54 in Canada, 18 in the UK, and 11 in India, the initiative garnered 238.8 million earned impressions and an advertising value of $2.19 million. Quantitative research with people aware of the initiative showed a significant shift in perceptions:
• 87% saw Harley-Davidson more favourably
• 83% saw Harley-Davidson as more inclusive
• 85% were more likely to consider buying a Harley-Davidson
A compelling persuasion point in our outreach was the idea that Tough Turban is an open-source design, allowing 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: 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
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
Related Awards
