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2022 One Show - Public Relations

Tough Turban

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

Client Pfaff Harley-Davidson


Community Building

Annual ID


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




Zulu Alpha Kilo / Toronto


Brandon Durmann
Melanie Somerville

Client / Brand

Pfaff Harley-Davidson / Toronto

Production Company

zulubot / Toronto

Chief Creative Officer

Zak Mroueh

Creative Director

Zak Mroueh


Jeff Watkins


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

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

Jacki Nelson Shilletto
Andrew Findlater

Product Design

Sparks Innovation

Web Design

Jacqui Lau
Kesia Payne

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