In the Land of the Rising Scrum

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TOKYO, 4 April – TBWA Japan has enlisted the All Blacks to shoot a film to promote AIG Japan’s new-concept Active Care insurance. Within three days of the launch, the film exceeded 10 million organic views online across Facebook, YouTube and Twitter.

The film, created by TBWA\Hakuhodo and named #TackleTheRisk, features the ABs running riot on the streets of Tokyo, executing monster rugby tackles on stunned citizens.

While Jerome Kaino unexpectedly wipes out a high school student on pedestrian crossing, other players send a bike messenger flying, decapitate a mascot in costume handing out flyers, and obliterate salary-men exchanging business cards.

“We then realise that the flying tackles are not random, but that each one is actually a lifesaving act, rescuing someone from a terrible unforeseen accident,” says TBWA\Hakuhodo chief creative officer Kazoo Sato.

Flying angels
“The movie illustrates how there can be risks lurking in unexpected places throughout our lives. Most of us don’t have guardian angels flying at us in the form of burly rugby players – but the movie shows AIG will be there to proactively help prevent terrible things from happening with Active Care.”

AIG Japan chief marketing officer Matthew Walker said: “At AIG we are setting out to reinvent insurance in Japan – a category that we know to be ripe for disruption. Our value proposition, Active Care, is about creating a proactive rather than reactive customer experience.

‘Fantastic’ relationship with ABs
“Kazoo and the TBWA\Hakuhodo gang delivered perfectly with the #TackleTheRisk strategy. It was an arresting way to show our fantastic relationship with the All Blacks, demonstrate the idea of risk prevention, and create a strong connection to the Japanese audience.”

Kazoo Sato said: “We searched for the perfect way to bring the idea of AIG’s proposition to life. With Japan hosting the Rugby World Cup in 2019, interest in the sport has surged, presenting a great opportunity to resonate with the public through collaboration with the All Blacks.

“An inventive way of demonstrating the brand’s message in the ‘land of the rising scrum’.”

NZ Rugby marketing chief Todd Barberel said: “We’re very honoured to be part of this film and to be supporting AIG with its #TackleTheRisk campaign featuring the All Blacks.

Rugby World Cup 2019
“We enjoy a lot of support from Japanese fans and hope that this campaign will also help to increase interest in our team ahead of Rugby World Cup 2019.

“The players enjoyed filming the campaign and experiencing the sites and culture of Tokyo, and are looking forward to the next time they visit.”


Project Name: #TackleTheRisk
Client: AIG Japan Holdings
Creative Agency: TBWA\Hakuhodo Japan
Chief Creative Officer: Kazoo Sato
Senior Creative Director: Takahiro Hosoda
Copywriter: Hiroshi Yamazaki
Art Directors: Keisuke Shimizu, Yosuke Sugioka
Interactive Planner: Tetsuya Umeda
Activation Planner: Kei Tominaga
Project Managers: Kei Kaneko, Isao Ricky Ishii, Mami Konisho
Production Company: AOI Pro.
Director: Hisashi Eto
Production Producer: Shunsuke Nakamura, Takuma Iso
Production Manager: Makoto Tominaga
Cameraman: Jonas Alarik
PR Agency: Ozma PR

About TBWA\Hakuhodo
TBWA\Hakuhodo ( is a full-service agency that has grown rapidly in the 10 years since its founding. TBWA\Hakuhodo has won numerous awards including Advertising Age’s International Agency of the Year in 2012, Campaign Asia Pacific’s North Asia Creative Agency of the Year in 2010 & 2011, Japan Creative Agency of the Year in 2012, 2013, 2014, 2015 & 2016, as well as Japan Digital Agency of the Year in 2016.

About TBWA\Worldwide
TBWA\Worldwide ( is a top-10 ranked global advertising collective that holds Disruption® at its core to develop business-changing ideas for brands. TBWA has 11,300 employees across 305 offices in 98 countries and includes brands such as Auditoire, Digital Arts Network (DAN), eg+ worldwide, The Integer Group, TBWA\Media Arts Lab and TBWA\Worldhealth. TBWA’s global clients include adidas, Airbnb, Apple, Gatorade, Henkel, McDonald’s, Michelin, Nissan, Pernod Ricard, Pfizer, Standard Chartered Bank, Singapore Airlines, Sotheby’s and Vichy.

About Omnicom Group Inc
Omnicom Group Inc (NYSE: OMC) ( is a leading global marketing & corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5000 clients in more than 100 countries.

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