AIG Japan Holdings KKPride Jersey


TBWAHAKUHODO has developed “UNITED BLACK FABRIC,” an entirely new kind of fabric that appears black on the surface, but reveals the colors of the rainbow when stretched. The fabric was custom-designed, developed and created by the agency for AIG Japan Holdings (AIG Japan), as a symbol of its “DIVERSITY IS STRENGTH” campaign. The campaign spearheads a large-scale communication campaign being undertaken by AIG Japan to declare its stance against all forms of discrimination and prejudice.


The TBWAHAKUHODO creative team was inspired by the fact that mixing all the colors of the rainbow creates black. A special dying technique was developed in which a fabric that would normally appear black reveals the full spectrum of the rainbow’s colors when stretched. Marking a world first, the “UNITED BLACK FABRIC” was born. A film was created starring players from the All Blacks, the New Zealand men’s national rugby team, and the Black Ferns, the New Zealand women’s national rugby team, to carry this important message about diversity and inclusion.


  • 2019 Cannes Lions: Silver (Brand Experience & Activation Lions)

  • 2019 D&AD Awards: Bronze (Creativity for Good)

  • 2019 One Show: Gold (Design), Bronze (Cultural Driver, Public Relations)

  • 2019 ADC Annual Awards: Best of Product Design (Product Design), Best of Brand/Communication Design (Brand/Communication Design), Best of Fashion Design (Fashion Design), Gold (Product Design x 3, Brand/Communication Design, Fashion Design x 2, Advertising x 2), Silver (Brand/Communication Design)

  • 2019 ADFEST: Gold (Brand Experience & Engagement, Design), Silver (Design), Bronze (Branded Entertainment x 2)

  • 2018 AD STARS: Grand Prix (Design), Gold (Innovation, PR), Silver (Design, PR, Social & Influencer x 2, Public Service Advertising x 2), Bronze (Diverse Insights)

  • 2018 Spikes Asia: Gold (Design), Silver (Design), Bronze (Brand Experience & Activation x 2, Digital, PR)

  • 2018 Clio Awards: Grand (Partnerships & Collaborations), Silver (Brand Design, Public Relations x 2), Bronze (Product Design, Public Relations)

  • 2018 Cannes Lions: Silver (PR, Product Design)