PRIDE JERSEY

Silver Spike

Case Film

Presentation Image

TitlePRIDE JERSEY
BrandAIG JAPAN
Product / ServiceCSR
CategoryF02. Environmental / Social Impact
EntrantTBWA\HAKUHODO INC. Tokyo, JAPAN
Idea Creation TBWA\HAKUHODO INC. Tokyo, JAPAN

Credits

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

The Campaign

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.

Creative 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.

Indication of how successful the outcome was in the market

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.

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