Folau factor inspires Japanese AIG All Blacks campaign

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TBWA\Hakuhodo has developed a new Japanese TV campaign for IAG Japan, starring current All Blacks and Black Ferns – and a remarkable new fabric, also developed by the agency.

Neither AIG nor TBWA has released details of the campaign in NZ – so our coverage is reliant on what is published in Campaign Asia (scroll down for the link) and on the internet.

For the campaign, titled Diversity is Strength, TBWA/Hakuhodo spearheaded the development of a fabric that appears black but displays hidden rainbow colours when stretched.

The All Blacks previously appeared for AIG in its Tackle the Risk campaign in 2017, which has been viewed more than 170 million times, according to the Japanese agency.

“Aesthetically, it’s pretty unoriginal. The director has taken cues from Nike promos and cheesy sports movies to get the desired effect.”

Here’s what Spinoff contributor Jamie Walls wrote: “The ad shows the All Blacks and Black Ferns wearing a rainbow-shaded jersey, while the narrator talks about ‘knocking down barriers’, ‘fighting as one’ and the usual sort of stuff that accompanies slow motion shots of sports players and classical music.

“As far as aesthetics go, it’s pretty unoriginal. The director has clearly taken their cues from any number of NFL Films productions, Nike promos or cheesy sports movies to get the desired effect.

“There’s a weird moment as a Japanese crowd rises passionately to presumably sing God Defend NZ, and one of the All Blacks is wearing number 0 for some reason. There’s the slight issue of including the Black Ferns in the ad, because if they were all really in it together then the women should probably be getting paid the same.

“But the message is clear: NZ Rugby wants to be about as far away as it possibly can from the mess that Rugby Australia now finds itself in thanks to Israel Folau.”


Agency: TBWA/Hakuhodo
Chief Creative Officer:Kazoo Sato
Senior Creative Director: Takahiro Hosoda 
Creative Director: Shuhei Tsuji 
Senior Art Director: Keisuke Shimizu 
Art Director: Yosuke Sugioka Designer : Kana Takarada
Copywriter: Peter Souter (TBWA\London
Copywriter: Tomoko Kasugai 
Activation Planner: Kei Tominaga 
PR Planner: Hideyuki Kobayashi 
Executive Planning Director: Masa Okazaki 
Strategic Planning Director: Keita Kawakatsu Strategic Planning Supervisor : Chigusa Ogasawara
Strategic Planner: Yoku Ishida
Film Director (Making movie): Shinri Abe Senior
Account Director: Kei Kaneko 
Account Director: Tatsuya Horikoshi 
Account Supervisor: Kasumi Shimada 
Account Supervisor: Keisuke Egami 
Account Supervisor: Mami Konisho 
Fabric: Saqulai Inc
Costume Designer and Producer: Toshihiko Sakurai 
Costume Director: Chika Sai 
Costume Technical Staff: Yuka Sato 
Costume Technical Staff: Nozomi Koike 
Costume Technical Staff: Toko Matsumoto 
Costume Technical Staff: Ai Mitsunaga 
Film 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) 
Colourist: Pete Ritchie(Cutters Studios Tokyo)
Colourist: 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 Photography
Photo retoucher: Kaoru Kobata(unICoRn digital retouching) 
Designer: Kazuya Yamazaki(Nush) 
Motion Graphic Designer: Shinnosuke Arima(EDP graphic works)

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