Publish your content on The Drum

Diversity in strength by AIG by TBWA

Agency: TBWA
Date: Apr 2018
Your Vote
4/5
Overall Rating
5/5
Opps, please vote again
7 votes

American insurance giant AIG is stepping up its efforts to call out discrimination and prejudice of any form in Japan with the help of the New Zealand national rugby teams, which it is a sponsor of.

The campaign, which is part of its ‘Diversity is strength’ movement, saw AIG designed a new jersey for the All Blacks with the help of TBWA/Hakuhodo, which is black on the surface and reveals the colors of the rainbow when it is stretched.

The All Blacks, which is the New Zealand men’s national rugby team and the Black Ferns, the New Zealand women’s national rugby team, also appeared in a film for the campaign, which is an extension of an online movie in 2017 called ‘#TackleTheRisk’.

“Building on the success of our #TackleTheRisk film last year, we really wanted to work with TBWA/Hakuhodo and the All Blacks again to tackle the bigger social issues in Japan – starting with diversity,” said Matthew Walker, regional chief marketing officer at AIG Japan.

“Our creative challenge to TBWA/Hakuhodo was how do we combine AIG, the All Blacks/Black Ferns and diversity in a relevant and impactful way that reflected our common values and aspirations? From TBWA/Hakuhodo’s initial organizing idea of ‘If you combine all colors of the rainbow, you get black’ through to their fabric innovation and film integration to achieve that promise, we knew it was a big idea.”

Credits

Agency

Chief Creative Officer:Kazoo Sato(TBWA\HAKUHODO)

Senior Creative Director:Takahiro Hosoda(TBWA\HAKUHODO)

Creative Director:Shuhei Tsuji(TBWA\HAKUHODO)

Senior Art Director:Keisuke Shimizu(TBWA\HAKUHODO)

Art Director : Yosuke Sugioka(TBWA\HAKUHODO)

Designer : Kana Takarada(TBWA\HAKUHODO)

Copywriter : Peter Souter(TBWA\London)

Copywriter : Tomoko Kasugai(TBWA\HAKUHODO)

Activation Planner : Kei Tominaga(TBWA\HAKUHODO)

PR Planner:Hideyuki Kobayashi(TBWA\HAKUHODO)

Executive Planning Director : Masa Okazaki(TBWA\HAKUHODO)

Strategic Planning Director : Keita Kawakatsu(TBWA\HAKUHODO)

Strategic Planning Supervisor : Chigusa Ogasawara(TBWA\HAKUHODO)

Strategic Planner : Yoku Ishida(TBWA\HAKUHODO)

Film Director (Making movie) : Shinri Abe(TBWA\HAKUHODO)

Senior Account Director : Kei Kaneko(TBWA\HAKUHODO)

Account Director : Tatsuya Horikoshi(TBWA\HAKUHODO)

Account Supervisor : Kasumi Shimada(TBWA\HAKUHODO)

Account Supervisor : Keisuke Egami(TBWA\HAKUHODO)

Account Supervisor : Mami Konisho(TBWA\HAKUHODO)

Costume supervisor

Costume Designer and Producer : Toshihiko Sakurai(SAQULAI,inc)

Costume Director : Chika Sai(SAQULAI,inc)

Costume Technical Staff : Yuka Sato(SAQULAI,inc)

Costume Technical Staff : Nozomi Koike(SAQULAI,inc)

Costume Technical Staff : Toko Matsumoto(SAQULAI,inc)

Costume Technical Staff : Ai Mitsunaga(SAQULAI,inc)

Movie

Producer : Keisuke Mizusako(AOI Pro. Inc.)

Producer : Masahiro Kawaguchi(AOI Pro. Inc.)

Global Producer : Jun Yoshikawa(AOI Pro. Inc.)

Global Producer : Riki Sakai(AOI Pro. Inc.)

Global Coordinator : Sumire Matsumura(Freelance)

Production Manager : Taisuke Konaka(AOI Pro. Inc.)

Production Manager : Maki Komiya(AOI Pro. Inc.)

Production Manager : Koichiro Narita(AOI Pro. Inc.)

Global Production Manager : Wataru Ode(AOI Pro. Inc.)

Global Production Manager : Takehiro Yamada(AOI Pro. Inc.)

Director : Hisashi Eto(CluB_A)

DoP : Justin Brown(Lux Artists Ltd.)

2nd DoP : Gen Ito(AOI Pro. Inc.)

Gaffer : Keisuke Kamiyama(AOI Pro. Inc.)

Production Designer : Etsuko Akiba(ART LABO)

Stylist : Chika Yokote(Freelance)

Hair & Make up : Saori Hattori(Freelance)

Casting Director : Emiko Hyakutake(Freelance)

Location coordinator : Shogo Hirai(Freelance)

Location coordinator : Eriko Kawanabe(Freelance)

VFX Supervisor / Finishing : Yusaku Yasuda(Cutters Studios Tokyo)

Post Prodution Producer : Raichi Hara(Cutters Studios Tokyo)

Offline Editor : Aki Mizutani(Cutters Studios Tokyo)

Colorist : Pete Ritchie(Cutters Studios Tokyo)

Colorist : Toshiki Kamei(Cutters Studios Tokyo)

Sound Mixer / Sound Designer : Mike Regan(Cutters Studios)

Music Producer : Tommy Zee(HOLOGRAM SOUND+MAGIC)

CG Producer : Asami Konno(Tsumiki. Inc.)

CG Producer : Taiyo Sato(Cafegroup)

Graphic

Producer : Wataru Ito(amana)

Producer : Yusuke Hino(amana)

Producer : Yohei Ando(amana)

Photographer : DYSK(DYSK PHOTOGRAPHY LLC)

Photo retoucher : Kaoru Kobata(unICoRn digital retouching)

Designer : Kazuya Yamazaki(NUSH Incorporated)

Motion Graphic Designer : Shinnosuke Arima(EDP graphic works Co.,Ltd.)

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy