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Company: AIG
    View Company Scorecard / Contact Company
Brand: AIG
Ad Title: Diversity is Strength-All Blacks
Business Category: Financial Services
Media Outlets: Online Video
Country: Japan
Region: Asia, Global
Agency: TBWA/Hakuhodo
Year: 2018
Target: Gays & Mainstream
Ad Spotter: Alfred Verhoeven
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Theme(s)

Consciousness Raising

Theme Breakdown

AdRespect Score: 
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American insurance giant AIG sponsors New Zealand national rugby teams, All Blacks and the all-female rugby team, Black Ferns, and shows them arriving at a match in Japan, where thousands of fans greet them.

Voiceover says "The next battle is formidable. The next battle is different. The next battle is truly formidable and deeply devious. It is discrimination. An enemy that cannot be fought alone, it must be defeated together. It will take more than 15, it will takes thousands, millions. Now AIG has combined all the colors of the rainbow to create a United Black."

The two teams stand in a row on the field and wears a specially made jersey that reveals the rainbow flag when stretched. Fans watching follow the motion (although not wearing the jersey).

The campaign includes the hashtag #diversityistrength.

“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, regional chief marketing officer at AIG Japan, told The Drum.

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Play Safe - Invest Now
Company: American International Group
Brand: AIG
Country: Germany
Region: Europe
Year: 2000, 2001


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