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Work of the Week

Work of the Week: 18/06/21

Sometimes the ideas that come out of ad agencies can save lives, writes LBB’s Alex Reeves

Work of the Week: 18/06/21

The strategic and creative thinking that advertising agencies have access to doesn’t need to be channelled into making advertising. Some of the most exciting projects to come out of the industry in recent years have been products - actual things - that can improve lives. They can even save lives, as will hopefully be the case for an idea that came out of Canada’s Zulu Alpha Kilo this week for its client Pfaff Harley-Davidson - the Tough Turban.

The concept came from the team of Dan Cummings and Vic Bath, who is from a Sikh background and was inspired by his father, who grew up in a small village in India and dreamed of owning a Harley-Davidson, which to him was the ultimate symbol of freedom.

But the turbans that Sikh men wear don’t protect them from accidents on a motorbike. To give Sikhs the freedom to ride, the Tough Turban design features emerging technologies in protective gear like non-Newtonian foam that hardens on impact, 3D-printed chainmail and a composite fabric used in bullet-proof clothing. The full design considerations for the prototype have been open-sourced and released online, enabling any manufacturer in the world access to the virtual blueprint to make their version of a reinforced turban for riders in their region.

The turban is part of this week's Work of the Week. Check out the full list below.

Pfaff Harley-Davidson Protects Sikh Motorcycle Enthusiasts with the Tough Turban





PGA TOUR Superstore Tells a Touching Father-Son Story for Father's Day Spot





Sipsmith's Mr Swan Makes His Centre Court Debut in Wimbledon Partnership Spot





Poignant Campaign Uses Architectural Ghosts as a Metaphor for Alzheimer’s Disease





Earl of East Conjure 'Scents' of Belonging to Support Refugee Week





Renault's Latest Spot from Publicis Conseil Tells the Amazing Story of a Chair Designer





Internova Travel's Creepy Spot Puts the Human Touch in Holiday Booking




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