In the aftermath of Israel Folau’s comments on hell and gays, it is wonderful to see the new video from the All Blacks and AIG.
AIG is stepping up its efforts to call out discrimination and prejudice of any form in Japan with the help of the New Zealand national rugby teams.
The campaign, which is part of its ‘Diversity is strength’ movement, saw AIG design a new jersey for the All Blacks with the help of TBWA/Hakuhodo, which is black on the surface and reveals the colors of the rainbow when it is stretched.
“Our creative challenge to TBWA/Hakuhodo 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.”