PRIDE JERSEY

Short List
TitlePRIDE JERSEY
BrandAIG JAPAN
Product / ServiceCSR
CategoryE04. Real-time Response
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

Creative Execution

First, we provided the Pride Jersey to the All Blacks legend, Richie McCaw, for him to show his support towards Diversity & Inclusion. Soon after, we launched the anthem film. It was posted on All Blacks’ official social media accounts (Facebook / Twitter / Instagram). And the next morning, the CEO of New Zealand Rugby Union, Steve Tew appeared on the TV news program and praised the jersey. So did current All Blacks’ players, LGBTQ influencers and even politicians, posting positive messages on their social media accounts.

“NZ Rugby's 'Diversity Is Strength' campaign - perfect answer to Folau fallout” The news of the PRIDE JERSEY instantly expanded in New Zealand and Australia, winning many supports from the people. Then the news quickly spread to the world. In just 3 days, the campaign was featured in 272 media across 19 countries, including UK, South Africa, and even Ireland. A great number of people formed a team to show their support towards LGBTQ communities.

We targeted the sports community by utilizing All Blacks to deliver the message of Diversity and Inclusion. We then provided the jersey to the LGBTQ influencers to create bigger buzz for the public. The Pride Jersey acted as a powerful and simple representation of our idea and this accelerated expansion of our message across Facebook, Twitter and other social media.

Links

Website URL