Harley-Davidson wanted to help Sikh motorcyclists get out on the open road. The result was Tough Turban: an alternative to a motorcycle helmet. The ground-breaking innovation meant that Sikh motorcyclists no longer have to choose between their beliefs and their safety.
What did the judges have to say?
"I love this idea because it reveals a blind spot, putting the spotlight on the need of a specific target group, and providing an innovative solution, which then creates memorable communication and design. It makes me genuinely happy to see that creativity is the key to finding relevant solutions to problems, big or small and that the world is improved because of them."Johan Pihl, Executive Creative Director, FARM Stockholm
"This is true innovation, creatively and wonderfully solved."Marc Ligeti, Lead Designer, Knowit
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