| Title | PRIDE JERSEY |
| Brand | AIG JAPAN |
| Product / Service | CSR |
| Category | F02. Environmental / Social Impact |
| 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 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.
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.
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.