Aig: Aig

Credits & Description:

Brand AIG
Entrant TBWA\HAKUHODO TOKYO
TBWA\HAKUHODO Tokyo, Japan Entrant Company
TBWA\HAKUHODO Tokyo, Japan Idea Creation
SAQULAI Tokyo, Japan Production
AOI PRO. INC. Tokyo, Japan Production
CUTTERS Tokyo, Japan Production
TBWA\HAKUHODO Tokyo, Japan PR
TBWA\HAKUHODO Tokyo, Japan Media Placement
Kazoo Sato TBWA\HAKUHODO Chief Creative Officer
Takahiro Hosoda TBWA\HAKUHODO Senior Creative Director
Shuhei Tsuji TBWA\HAKUHODO Creative Director
Keisuke Shimizu TBWA\HAKUHODO Senior Art Director
Yosuke Sugioka TBWA\HAKUHODO Art Director
Kana Takarada TBWA\HAKUHODO Designer
Peter Souter TBWA\London Copywriter
Tomoko Kasugai TBWA\HAKUHODO Copywriter
Kei Tominaga TBWA\HAKUHODO Activation Planner
Hideyuki Kobayashi TBWA\HAKUHODO PR Planner
Shinri Abe TBWA\HAKUHODO Film Director (Making movie)
Masa Okazaki TBWA\HAKUHODO Executive Planning Director
Keita Kawakatsu TBWA\HAKUHODO Strategic Planning Director
Chigusa Ogasawara TBWA\HAKUHODO Strategic Planning Supervisor
Yoku Ishida TBWA\HAKUHODO Strategic Planner
Kei Kaneko TBWA\HAKUHODO Senior Account Director
Tatsuya Horikoshi TBWA\HAKUHODO Account Director
Kasumi Shimada TBWA\HAKUHODO Account Supervisor
Keisuke Egami TBWA\HAKUHODO Account Supervisor
Mami Konisho TBWA\HAKUHODO Account Supervisor
Toshihiko Sakurai SAQULAI,inc Costume Designer and Producer
Chika Sai SAQULAI,inc Costume Director
Keisuke Mizusako AOI Pro. Inc. Producer
Masahiro Kawaguchi AOI Pro. Inc. Producer
Hisashi Eto CluB_A Director
Justin Brown Lux Artists Ltd. DOP
Wataru Ito amana Producer
DYSK DYSK PHOTOGRAPHY LLC Photographer
Kazuya Yamazaki NUSH Incorporated Designer
Shinnosuke Arima EDP graphic works Co.,Ltd. motion graphic designer

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.