Title | PRIDE JERSEY |
Brand | AIG JAPAN |
Product / Service | CSR |
Category | E04. Real-time Response |
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 |
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.