2022 Winner

When Ontario legislation was passed in 2018 exempting Sikh men from motorcycle helmet laws, it was a partial victory. Sikh men could now wear turbans when hitting the open road, however safety remained a concern. So Pfaff Harley-Davidson and Zulu Alpha Kilo set out to create headwear that respected Sikh identity while also providing the same protection as a traditional helmet. The result was “Tough Turban,” a prototype product that combined ancient tradition with modern engineering. Inspired by Sikh warriors who went to battle with chain mail woven into the fabric of their turbans, the industrial design team applied impact-resistant materials – including a 3D-printed carbon-fibre take on chain mail and a foam that is pliable but hardens instantly on impact – to this new iteration.

The “Tough Turban” campaign video featured testimonials from Sikh motorcycle enthusiasts and an explanation on how the turban was conceived. Pfaff Harley-Davidson even published open-source production files to allow manufacturers around the world to produce the turbans in their own markets. PR initiatives and posts across Pfaff Harley-Davidson’s social channels helped garner media coverage across the U.S., Canada, the U.K. and India, totalling 238.8 million earned impressions and an advertising value of $2.19 million. “Tough Turban” also spurred action: British Sikhs asked their government to re-examine helmet laws, while three manufacturers have inquired about large-scale production.

Credits

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Creative Director: Zak Mroueh
Head of Design: Stephanie Yung
ACD Art Director: Vic Bath
ACD Writer: Dan Cummings
Designer: Jeff Watkins
Agency Producer: Laura Dubcovsky, Kathryn Brown
Account Team: Rob Feightner, Matt Sinuita, David Tremblay, Karla Ramirez, Allison Diaz Mercado
Strategy Team: Spencer MacEachern, Shaunagh Farrelly
Client: Pfaff Harley-Davidson
Client: Brandon Durmann, Melanie Somerville
Product Design: Sparks Innovation
Production House: Zulubot
Executive Producer: Tom Evans
Line Producer: Colleen Allen
Director: Barbara Shearer
DOP James Arthurs
Editor: Jessie Posthumus
Motion Graphics: Ashlee Mitchell
Illustrator: Nabil Elsaadi, Rasna Jaswal
Audio Engineer: Dino Cuzzolino
Web Design: Jacqui Lau, Kesia Payne
Photographers: The Moto Foto | Dan Lim. Raina + Wilson | Fuze Reps.
Online Artist: Felipe Chaparro
Head of Production: Adam Palmer
PR Team: Jacki Nelson Shilletto | Nelson Connects, Andrew Findlater | Select PR