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Pride Jersey

Award: Wood Pencil

Wood Pencil / Creativity for Good / Advertising /Brand / 2019

AIG Japan has partnered with the All Blacks to send a message of support, as allies to the LGBTQ community.
To symbolize the fight against discrimination, we created the PRIDE JERSEY. Made of an entirely new kind of fabric, the jersey is black on the surface, but when stretched, reveals the colors of the rainbow underneath.
This jersey was worn by All Blacks players and influencers, and sent messages of throughout the social media-scape. This became big news, and even spread overseas, with more than 272 media outlets across 19 countries covering the story in just a single month.

  • Pride Jersey
  • Pride Jersey

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