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Web Film

AIG: How NOT to Drive in Japan

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Insurance firm AIG has launched a large-scale campaign educating foreign travelers 'How NOT to drive in Japan' as the country readies itself for an unprecedented influx of overseas visitors for the upcoming 2019 Rugby World Cup and Tokyo 2020 Olympics and Paralympics. The project, created by TBWAHAKUHODO, aims to educate visitors in an engaging and memorable way, centered around an online film starring the world-famous New Zealand All Blacks. There are an estimated 40 million travelers expected in 2020, which is roughly a third of the entire Japanese population. Rental car use by tourists in Japan has increased 230% over the past two years, due partly to the introduction of an unlimited highway pass for tourists in 2017, combined with local taxi fees being the second most expensive in the world. But overseas drivers are now four times more likely to be involved in accidents than Japanese drivers, so AIG identified a growing need to reduce potential traveler-related risks, caused simply by tourists not understanding local rules. A total of eight Japanese traffic rules are explained in this comical - yet highly informative - video, from driving on the left side of the road, to identifying triangular stop signs.

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