Pfaff Harley-Davidson: Tough Turban

Maxine Thomas, Spencer MacEachern, Shaunagh Farrelly

Motorcycle brand Harley-Davidson turned heads in Canada with an innovative design solution and campaign that significantly boosted positive sentiment among those planning to buy a motorcycle while also helping Sikh riders stay safe.

Campaign details

Brand: Harley-Davidson Brand owner: Harley-Davidson Entrant company: Zulu Alpha KiloIdea creation: Zulu Alpha Kilo TorontoMarket: CanadaSector: Motorcycles, bikesMedia channels: Social media, Websites & microsites, Public relationsBudget: No budget

Executive summary

The Harley-Davidson motorcycle brand is built on a love of the open road, and its riders are passionate about the freedom it offers. Yet for some riders that freedom comes not only at the expense of their safety but also of their cultural identity.

Caught on the horns of this dilemma were Sikh...

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