PRIDE JERSEY

Bronze Spike

Case Film

Presentation Image

TitlePRIDE JERSEY
ClientAIG JAPAN
Product/ServiceCSR
CategoryB04. Business Citizenship / Corporate Responsibility & Environmental
EntrantTBWA\HAKUHODO INC. Tokyo, JAPAN
Idea Creation TBWA\HAKUHODO INC. Tokyo, JAPAN

The Campaign

We developed a jersey that is black on the surface, but when stretched, will reveal all the colors of the rainbow underneath. This was specially developed and is a paean to the fact that when all colors of the rainbow (the colors of diversity and inclusion) come together, it creates black. This fabric and its technology is a world first, and it was made into a cool new jersey for the strongest rugby team in the world, the ALL BLACKS. Starting with players from the ALL BLACKS, LGBTQ activists from Japan, foreign sumo wrestlers and whole plethora of diverse people expressed their support for our message and cause by wearing this jersey for us. Messaging that these influencers were all “supporters and friends of diversity” was made crystal clear in communication, to ensure that audience take away would be “hey, I can openly express my support too”

Execution

First, we got ALL BLACKS legend Richie McCaw (much loved in Japan) to wear the pride jersey. This was followed by athletes and celebrities who are LGBTQ, foreigners or disabled to join in wearing and being photographed with the pride jersey. These images were shared via social media channels, and then taken up by various news media outlets. The new pride jersey is now a cool, “must have” item for the general public. This overall structure was informed by this overall interplay and tricked down effect from celebrity, to influencers, to general public…but always with a strong message of love and unity at its core. The jersey was worn by more people of at TOKYO RAINBOW PRIDE and garnered even more attention.

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 voices of supporting diversity and inclusion spread not only in Japan but also across the globe, winning over 53,764 supports in just 7 days.

The Situation

This project started with AIG wanting to declare its stance on LGBTQ inclusion. With “Pride Jersey”, the product, as symbol and embodiment of the message, a PR campaign designed to initiate public discourse, and discussion was planned. This can be seen through the fact that no media buying was performed, but still news and conversation was created…all leading to the ultimate goal, to change perceptions and to make the world just that little bit more open, understanding and loving.

The Strategy

The LGBTQ community is generally tightly knit and information-savvy. Data also indicated that members of the LGBTQ community are well represented and influential in the social media sphere. We began by collaborating with LGBTQ related events and LGBTQ influencers, to raise interest in our project. From there, we cast the net wider, to include all communities who need the light of love and understanding to be shed on their causes. This included the disabled community, foreigners, working women etc… We built up a team and network of people from diverse points of view, with one common cause…to stop discrimination from this world. The movement is not limited to the LGBTQ movement only, but is here to instigate the growth of a large and holistic diversity movement.

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
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