AIG Japan - "Pride jersey"

TBWA\HAKUHODO

TBWA\HAKUHODO Tokyo, Japón

Premios

19777

This ad is part of the ACT Responsible Collection

Marca: AIG Japan
País: Japón

Anunciante: AIG Japan

Título	Pride jersey
Agencia	TBWA\HAKUHODO
Campaña	#DiversityIsStrength
Anunciante	AIG Japan
Marca	AIG Japan
Fecha de primera difusión/publicación	2018 / 4
Sector Empresarial	Banca, finanzas, legislación y seguros
Sinopsis	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.
Medio	Web Film
Duración	125 seconds
Productora	AOI Pro. Inc.
Director creativo	Shuhei Tsuji
Responsable de conceptos / redactor	Peter Souter
Responsable de conceptos / redactor	Tomoko Kasugai
Director artístico	Yosuke Sugioka
Planificador de cuentas	Kei Tominaga
Planificador de cuentas	Hideyuki Kobayashi
Responsable de la creación	Kazoo Sato
Diseñador	Kana Takarada
Director de cuentas	Kei Kaneko
Director de cuentas	Head of Digital Design
Director artístico	Keisuke Shimizu
Jefe de cuentas	Kasumi Shimada
Jefe de cuentas	Keisuke Egamim
Jefe de cuentas	Mami Konisho
Planificador estratégico	Yoku Ishida
Director creativo	Takahiro Hosoda
Strategic Planning Director	Keita Kawakatsu
Strategic Planning Director	Chigusa Ogasawara
Realizador	Hisashi et
Director de fotografía	Justin Brown
Productor de la productora	Keisuke Mizusako
Productor de la productora	Masahiro Kawaguchi
Productor de la productora	Jun Yoshikawa
Productor de la productora	Riki Sakai
Director de producción	Taisuke Konaka
Director de producción	Koichiro Narita
Director de producción	Wataru Ode
Director de producción	Takehiro Yamada
Director de producción	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