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2019 One Show - Cultural Driver

PRIDE JERSEY

Agency TBWA\HAKUHODO Inc. / Tokyo

Client AIG
BACK TO RESULTS

Annual ID

OS_CD19003B

About the Work

AIG Japan is a company that leads in diversity and inclusion. AIG Japan has partnered with their close partners, the New Zealand All Blacks to send a message of support, as allies to the LGBTQI community and cause. To symbolize the fight against discrimination and injustice, we created the PRIDE JERSEY. Made of an entirely new kind of fabric and dyeing technology, the jersey is black on the surface, but when stretched, reveals the colors of the rainbow underneath. This special and symbolic jersey was worn by All Blacks players and influencers, and sent messages of diversity and inclusion throughout the social media-scape in Japan. This became big news, and even spread overseas, with more than 272 media outlets across 19 countries covering the story in just a single month. We amassed more than 60,000 supporters who officially declared their support on social network service.