PRIDE JERSEY

Short List
TitlePRIDE JERSEY
BrandAIG JAPAN
Product / ServiceCSR
CategoryA12. Corporate Social Responsibility (CSR) / Corporate Image
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 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.

Creative Execution

A 200 member group of people wearing the pride jersey at the TOKYO RAINBOW PRIDE PARADE. This was followed by present giveaway of pride jerseys to members of the public declaring their support with #DiversityIsStrength. ¥100 per tweet was donated from AIG to groups and organizations furthering the cause of diversity. Supporters who wanted to participate surpassed thousands in the first month.

Results

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, 53,764 voiced their support over 7 days.

1. Specific Target: Because the work was designed with a highly specialized target in mind. The way to approach LGBTQ community (who have a highly evolved and distinct culture/perceptions) would require a direct and sincere approach. 2. Bonding: Building a community together with our LGBTQ brothers and sisters to fight discrimination together. This example shows very strong bonds and trust that has been built between brand and community. 3. Measurable Response: Both #Diversity is strength online awareness campaign and wearing the jersey to “join the team” had high, favorable responses.

Data indicates that members of the LGBTQ community are well represented and influential online. Rather than leveraging traditional media for mass reach, we opted for a quality, endorsable experience for the LGBTQ community itself. The experiencers became influencers and were able to really exercise their influence on the community and general perception.

Links

Website URL