In promoting the Tough Turban, Pfaff Harley-Davidson sends the message that it aims to respect, accommodate and offer critical safety protections for motorcyclists of different beliefs and needs. It employs Dyneema, a material commonly used to create bulletproof clothing and gear, as well as a special kind of foam that hardens on impact and disperses energy away from the area of impact. That’s why Pfaff Harley-Davidson teamed with Toronto-based creatives at Zulu Alpha Kilo to design the Tough Turban, which looks, feels and fits like a normal Sikh turban but is made of impact-resistant materials. Thanks to a relatively new legal exemption, Sikhs are now free to ride while wearing turbans instead of helmets – but many still feel the desire to protect themselves. Pfaff Harley-Davidson ‘Tough Turban’ by Zulu Alpha Kiloįor a long time, Sikh motorcyclists in Canada were required to wear helmets or hard hats while riding – a rule that impedes on their ability to wear the turban traditional in Sikh culture. The campaign won the automotive and transport category at The Drum Awards for Social Media. Then, it invited celebrities on immersive virtual reality road trips to prove that the Yaris is the ideal car for bringing consumers’ dream road trips to life. With limited options for real travel during the pandemic, LadBible created the first-ever car treadmill, placed the NG Yaris on top and wrapped the whole thing with 13-foot high walls of LCD screens. In an effort to get consumers to stop thinking of the Yaris as a 16-year-old’s dinky first car and start seeing it as a sleek, high-tech and energy-efficient vehicle for Millennial and gen Z drivers, LadBible found a way to reintroduce the car while addressing young consumers’ hunger for travel (in its proprietary research, LadBible found that 66% of its audience said they would ‘definitely or maybe’ book a vacation when Covid restrictions loosen). Toyota tapped popular entertainment-focused publisher LadBible to help make the Toyota Yaris cool again.
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