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ANDY Awards

Creative Award
New York, United States
Tough Turban - "Tough Turban" by ANDY Awards 2022

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TitleTough Turban
Agency
Campaign Tough Turban
Advertiser Pfaff Harley-Davidson
Brand Tough Turban
Date of First Broadcast/Publication 2021 / 6
Business Sector Automotive
Media Type Others
Length
AI Description This ad introduces the Tough Turban, an innovative headgear that combines tradition with safety for Sikh motorcyclists. Designed by Pfaff Harley-Davidson with agency Zulu Alpha Kilo, the ad emphasizes the importance of safety and cultural dignity. Through a narrative featuring Sikh riders, the ad highlights how the tough turban uses modern materials like Dyneema and non-Newtonian foams for protection while respecting cultural identity. Riders express joy in having a product that allows them to ride freely without compromising their heritage. The innovation is presented as open source, encouraging global uptake. The ad cleverly juxtaposes shots of motorcycling freedom with the careful craftsmanship and technology behind the turban, appealing to both tradition and modernity.
Agency Zulu Alpha Kilo
Creative Director & Chief Creative Officer 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, 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
Editor Jessie Posthumus
Motion Graphics Ashlee Mitchell
Illustrator Nabil Elsaadi, Rasna Jaswal
Audio Engineer Dino Cuzzolino
Web Design Jacqui Lau, Kesia Payne
Photographer The Moto Foto | Dan Lim
Online Artist Felipe Chaparro
Head of Production Adam Palmer