标题 | Pride jersey |
广告公司 | TBWA\HAKUHODO |
广告战役 | #DiversityIsStrength |
广告主 | AIG Japan |
品牌 | AIG Japan |
首次发布日期 | 2018 / 4 |
行业领域 | 银行、金融、法律和保险 |
剧情简介 | 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. |
媒体类别 | Web Film |
长度 | |
制作公司 | AOI Pro. Inc. |
创意总监 | Shuhei Tsuji |
文案 | Peter Souter |
文案 | Tomoko Kasugai |
美术指导 | Yosuke Sugioka |
客户企划 | Kei Tominaga |
客户企划 | Hideyuki Kobayashi |
首席创意官 | Kazoo Sato |
设计师 | Kana Takarada |
客户总监 | Kei Kaneko |
客户总监 | Head of Digital Design |
美术指导 | Keisuke Shimizu |
客户主管 | Kasumi Shimada |
客户主管 | Keisuke Egamim |
客户主管 | Mami Konisho |
战略企划 | Yoku Ishida |
创意总监 | Takahiro Hosoda |
战略企划总监 | Keita Kawakatsu |
战略企划总监 | Chigusa Ogasawara |
导演 | Hisashi et |
摄影指导 | Justin Brown |
制作公司制片 | Keisuke Mizusako |
制作公司制片 | Masahiro Kawaguchi |
制作公司制片 | Jun Yoshikawa |
制作公司制片 | Riki Sakai |
制作经理 | Taisuke Konaka |
制作经理 | Koichiro Narita |
制作经理 | Wataru Ode |
制作经理 | Takehiro Yamada |
制作经理 | 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 |