A World First! UNITED BLACK FABRIC that transforms from black into all colors of the rainbow.

TBWA\HAKUHODO develops “UNITED BLACK FABRIC”. An entirely new kind of fabric – black on the surface, but when stretched, revealing the colors of the rainbow – was custom-designed, developed and created by the agency for AIG Japan Holdings (AIG Japan), symbolizing the theme of its “DIVERSITY IS STRENGTH” campaign. The campaign spearheads a large-scale communication campaign being undertaken by AIG Japan to declare its stance against discrimination and prejudice in any form.

The TBWA\HAKUHODO 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 a 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.

AIG Japan will continue to lead the charge in Japan, under the message and philosophy of “DIVERSITY IS STRENGTH.” Using the soon-to-be-iconic “UNITED BLACK T-SHIRT” as its symbol, it will foster charity programs that support its cause of building a community and network of people willing to stand together to fight against the injustice of discrimination on the basis of sexual orientation, gender, physical and mental abilities, race and nationality.

Users that follow the AIG General Insurance Company, Ltd (AIG Sonpo) account on Twitter (@AIG_Sonpo) and retweet with #DiversityIsStrength will go into a draw to receive one of 200 limited edition UNITED BLACK T-SHIRTS.




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