All Blacks Star in AIG Diversity Campaign in One of the World’s Least Diverse Countries

AIG has launched a campaign in Japan featuring renowned Kiwi rugby squad the All Blacks aimed at celebrating diversity. The campaign is especially notable as Japan is one of the least diverse developed nations in the world with 98.5% of her population being of Japanese descent.

With such a homogenous population, Japan has long been noted for its racism issues – so hats off to AIG for a campaign that emphasizes the importance of diversity and inclusion.

Created by TBWA\Hakuhodo Japan, the campaign features a short film starring the All Black and the Black Ferns, New Zealand’s women’s national rugby team. The 2-minute spot features a special black fabric that, when stretched, reveals the full spectrum of the rainbow’s colors.


The TBWA\Hakuhodo creative team was inspired by the fact that mixing all the colors of the rainbow, creates black. A special dyeing technique was developed in which a fabric that would normally appear black, reveals the full spectrum of a rainbow’s colors when stretched. Marking a world first, the “United Black Fabric” was born.

The campaign will additionally foster charity programs that support its cause of “building a community and network of people willing to stand together to fight against the injustice of discrimination on the basis of sexual orientation, gender, physical and mental abilities, race and nationality,” said a release.

AIG Japan will continue to lead the charge in Japan, under the message and philosophy of “Diversity is Strength” using the “United Black T-Shirt” as its symbol.


“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,” Matthew Walker, AIG Japan Holdings, Regional Chief Marketing Officer said.

“Our creative challenge to the agency 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.”



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 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)


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 & Makeup: 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)


Producer: Wataru Ito(amana)
Producer: Yusuke Hino(amana)
Producer: Yohei Ando(amana)
Photo retoucher: Kaoru Kobata(unICoRn digital retouching)
Designer: Kazuya Yamazaki(NUSH Incorporated)
Motion Graphic Designer: Shinnosuke Arima(EDP graphic works Co., Ltd.)

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