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Pfaff Harley-Davidson
"Tough Turban"
Zulu Alpha Kilo
"Tough Turban"
Zulu Alpha Kilo
With Sikh motorcyclists exempt from local helmet laws, many face a difficult choice between safety and self-expression. To solve this dilemma, Pfaff Harley-Davidson designed the “Tough Turban,” a helmet (so to speak) that’s inspired by ancient Sikh warriors who would go into battle wearing chain mail under their turbans.
Pfaff’s headwear replicated the look and feel of a traditional turban while incorporating the latest advances in protective gear and impact-resistant materials: a 3D printed chain mail-inspired armour, bulletproof Dyneema fabric and non-Newtonian foam that hardens on impact. The designs were made open-source so they could be shared with manufacturers anywhere and benefit riders around the world.
Spearheaded by Zulu Alpha Kilo, the campaign video featured positive reactions from Sikh riders, as well as insight into the design process for the turban, ending with the line, “Protect who you are.” The launch quickly went global, helping to also counter the stereotype of what a traditional Harley rider looks like. Within 24 hours, media coverage caught the attention of manufacturers from India, Thailand and the U.S., who are now putting the prototype into production.
The campaign gained over 238 million media impressions and the advertising value amounted to $219 million. Research also showed that 85% would now consider buying a Harley motorcycle and 83% found the brand to be more inclusive.
Pfaff’s headwear replicated the look and feel of a traditional turban while incorporating the latest advances in protective gear and impact-resistant materials: a 3D printed chain mail-inspired armour, bulletproof Dyneema fabric and non-Newtonian foam that hardens on impact. The designs were made open-source so they could be shared with manufacturers anywhere and benefit riders around the world.
Spearheaded by Zulu Alpha Kilo, the campaign video featured positive reactions from Sikh riders, as well as insight into the design process for the turban, ending with the line, “Protect who you are.” The launch quickly went global, helping to also counter the stereotype of what a traditional Harley rider looks like. Within 24 hours, media coverage caught the attention of manufacturers from India, Thailand and the U.S., who are now putting the prototype into production.
The campaign gained over 238 million media impressions and the advertising value amounted to $219 million. Research also showed that 85% would now consider buying a Harley motorcycle and 83% found the brand to be more inclusive.
Credits
Agency: Zulu Alpha KiloChief 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