Title | Pride jersey |
Agency | TBWA\HAKUHODO |
Campaign | #DiversityIsStrength |
Advertiser | AIG Japan |
Brand | AIG Japan |
Date of First Broadcast/Publication | 2018 / 4 |
Business Sector | Banking, Finance, Law & Insurance |
Story | Synopsis AIG is committed to creating a corporate culture that is welcoming and open to the LGBTQ community, while also offering insurance products and services to meet the needs of the community. However, cultural norms in Japan still make it difficult to “come out” in the workplace, with only 4% of LGBTQ people being “out” at work. With diversity still a far cry away, the brief given to us from AIG was to help promote diversity & inclusion both within the Japan office, but also within Japanese society as a whole. We partnered with the AIG sponsored ALL BLACKS to leverage their universal appeal and we developed a technically (and thematically) sophisticated jersey for them. 700 jerseys out of the first batch of this new product are already in circulation. Outcome Just before the launch of this new jersey, anti-LGBTQ comment made by the rugby player, who plays for Australia, became a social issue in the APAC area. The PRIDE JERSEY was a powerful response to this and won supports from many people. The news instantly sparked all around the world. The jersey was featured in 272 media across 19 countries including UK, South Africa, Ireland and New Zealand, the home of the All Blacks. The voice of supporting diversity and inclusion spread not only in Japan but also across the globe, winning over 53,764 supports in just 7 days. This innovative jersey is planned to be worn by the All Blacks during 2019 Rugby World Cup which will take place in Japan. Execution We printed the colors of the rainbow on a stretchable and highly elastic ribbed fabric. We printed the colors from both sides, effectively “dyeing” the material in rainbow hues. Black was then printed over, on both sides, on the top portions of each tiny ridge only. As a result, the material is solid black, but when stretched, reveals the colors of the rainbow below. This is a wholly new, and original product. Campaign Description We focused on the phenomena that when all the colors of the rainbow are mixed, it creates black. This is a deeply rich symbolism for how differing individualities can converge to create one strong whole. It is symbolic of the ALL BLACKS themselves, and how their diversity has continually maintained them as the strongest rugby team in the world. We developed a fabric that is black on the surface, but when stretched, reveals all the colors of the rainbow underneath. With this fabric, we created an brand new ALL BLACKS jersey. The jersey is a mellifluous embodiment of the ALL BLACKS visual identity, together with the highly resonant message of diversity. Leveraging this jersey, we campaigned in Japan to build a team of diversity supporters from celebrities/notable persons/the public. |
Media Type | Web Film |
Length | |
Production Company | AOI Pro. Inc. |
Creative Director | Shuhei Tsuji |
Copywriter | Peter Souter |
Copywriter | Tomoko Kasugai |
Art Director | Yosuke Sugioka |
Account Planner | Kei Tominaga |
Account Planner | Hideyuki Kobayashi |
Chief Creative Officer | Kazoo Sato |
Designer | Kana Takarada |
Account Director | Kei Kaneko |
Account Director | Head of Digital Design |
Art Director | Keisuke Shimizu |
Account Supervisor | Kasumi Shimada |
Account Supervisor | Keisuke Egamim |
Account Supervisor | Mami Konisho |
Strategic Planner | Yoku Ishida |
Creative Director | Takahiro Hosoda |
Strategic Planning Director | Keita Kawakatsu |
Strategic Planning Director | Chigusa Ogasawara |
Director | Hisashi et |
Director of Photography (DOP) | Justin Brown |
Production Company Producer | Keisuke Mizusako |
Production Company Producer | Masahiro Kawaguchi |
Production Company Producer | Jun Yoshikawa |
Production Company Producer | Riki Sakai |
Production Manager | Taisuke Konaka |
Production Manager | Koichiro Narita |
Production Manager | Wataru Ode |
Production Manager | Takehiro Yamada |
Production Manager | Maki Komiya |
Chief Creative Officer | Kazoo Sato |
Senior Creative Director | Takahiro Hosoda |
Creative Director | Shuhei Tsuji |
Senior Art Director | Keisuke Shimizu |
Art Director | Yosuke Sugioka |
Designer | Kana Takarada |
Copywriter | Peter Souter |
Copywriter | Tomoko Kasugai |
Activation Planner | Kei Tominaga |
PR Planner | Hideyuki Kobayashi |
Film Director(Making Movie) | Shinri Abe |
Executive Planning Director | Masa Okazaki |
Strategic Planning Director | Keita Kawakatsu |
Strategic Planning Supervisor | Chigusa Ogasawara |
Strategic Planner | Yoku Ishida |
Senior Account Director | Kei Kaneko |
Account Director | Tatsuya Horikoshi |
Account Supervisor | Kasumi Shimada |
Account Supervisor | Keisuke Egami |
Account Supervisor | Mami Konisho |
Costume Designer and Producer | Toshihiko Sakurai |
Costume Director | Chika Sai |
Producer | Keisuke Mizusako |
Producer | Masahiro Kawaguchi |
Director | Hisashi Eto |
DOP | Justin Brown |
Producer | Wataru Ito |
Photographer | DYSK |
Designer | Kazuya Yamazaki |
Motion Graphic Designer(Making Movie) | Shinnosuke Arima |
Entrant Company | TBWA\HAKUHODO |
Idea Creation | TBWA\HAKUHODO |
Production | SAQULAI |
Production | AOI PRO. INC. |
Production | CUTTERS |
PR | TBWA\HAKUHODO |
Media Placement | TBWA\HAKUHODO |