Title | PRIDE JERSEY |
Brand | AIG JAPAN |
Product / Service | CSR |
Category | B02. Promotional Item Design |
Entrant | TBWA\HAKUHODO INC. Tokyo, JAPAN |
Idea Creation | TBWA\HAKUHODO INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
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 |
We focused on the fact that when all colors of the rainbow mix, it creates black. We developed a world-first fabric that is black on the surface, but when stretched reveals a rainbow underneath. A jersey for the ALL BLACKS was created using this fabric as a potent and rich symbol of diversity and inclusion. The ALL BLACKS uniform was now also a conduit for the LGBTQ cause for justice and equality, bringing a vast and diverse group of people together, under one common cause.
Execution quality hinged on how much the fabric and jersey would appear “solid black” when not stretched, while being able to show the rainbow hues in all its glory in a satisfying way, when stretched. We developed a first-of-its-kind dying technique, and utilized a fabric that is highly stretchable and elastic. . A tag attached to the jersey was printed with the project manifesto, and would imbue the wearer with a pride of being a conduit of the message of diversity & inclusion. A unique, intimate experience between wearer and fabric technology that has the potential to spread messages of universality, love and tolerance globally.
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 voices of supporting diversity and inclusion spread not only in Japan but also across the globe - winning over 53,764 supports in just 7 days.