AIG: How not to drive in Japan by TBWA

Agency: TBWA
Client: AIG
Date: Jul 2019
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AIG has launched a large-scale campaign educating foreign travelers ‘How NOT to drive in Japan’, as the country readies itself for an unprecedented influx of overseas visitors for the upcoming 2019 Rugby World Cup and Tokyo 2020 Olympics and Paralympics. There are an estimated 40 million travelers expected in 2020, which is roughly a third of the entire Japanese population.

The project created by TBWA\HAKUHODO aims to educate visitors in an engaging and memorable way, centered around an online film starring the world-famous New Zealand All Blacks. A total of eight Japanese traffic rules are explained in this comical, yet highly informative video, from driving on the left side of the road, to identifying triangular stop signs.

As part of the project, AIG assembled a unique team comprised of representatives from the business world, local municipalities and influencers, to spread the message behind the campaign and get Japanese businesses excited and ready for the increased number of expected visitors. Called TEAM YOKOSO (meaning ‘Welcome!’), the group includes Dominic Walton-France, All Blacks Deputy Ambassador of New Zealand to Japan, as well as Yasuhiro Nagano, Mayor of Beppu City, which will be home to All Blacks training ground during the Rugby World Cup.

With language and cultural barriers also posing a hotbed of potential risks, the team created “How NOT To” Cards, distributed to more than 30,000 Japanese SMEs, such as F&B businesses, traditional inns and retailers. The cards are designed to amuse users, but more importantly explain how rules apply to everyone, and encourage guests to understand and respect the local customs.


Agency: TBWA\Hakuhodo

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