AIG Japan Holdings created Pride Jersey for LGBTQ community
AIG Japan Holdings has partnered with the All Blacks to send a message of support, as allies to the LGBTQ community. To symbolize the fight against discrimination, we created the Pride Jersey. TBWA\HAKUHODO has developed United Black Fabric, an entirely new kind of fabric that appears black on the surface, but reveals the colors of the rainbow when stretched. The fabric was custom-designed, developed and created by the agency for AIG Japan Holdings (AIG Japan), as a symbol of its Diversity is strength campaign. The campaign spearheads a large-scale communication campaign being undertaken by AIG Japan to declare its stance against all forms of discrimination and prejudice.
The TBWA\HAKUHODO creative team was inspired by the fact that mixing all the colors of the rainbow creates black. A special dying technique was developed in which a fabric that would normally appear black reveals the full spectrum of the rainbow’s colors when stretched. Marking a world first, the United Black Fabric was born. A film was created starring players from the All Blacks, the New Zealand men’s national rugby team, and the Black Ferns, the New Zealand women’s national rugby team, to carry this important message about diversity and inclusion.
Credits
Brand: AIG Japan Holdings
Campaign: Pride Jersey
Advertising Agency: TBWA\HAKUHODO, Japan
Holding Company: Hakuhodo DY
Production Company: SAQRAI
Film Studio: Aoi Pro
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
Copywriters: Peter Souter, 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 Supervisors: Kasumi Shimada, Keisuke Egami, Mami Konisho
Costume Designer and Producer: Toshihiko Sakurai
Costume Director: Chika Sai
Producers: Keisuke Mizusako, Masahiro Kawaguchi
Director: Hisashi Eto
DoP: Justin Brown
Producer: Wataru Ito
Photographer: DYSK
Designer: Kazuya Yamazaki
Motion Graphic Designer: Shinnosuke Arima
Tags:
2019 ADC AWARDS, ADC Annual Awards, Innovation, Product Design, Creative Innovation, LGBT
