Budweiser and the Jackie Robinson Foundation is making sure that, in a year that marks Robinson’s 100th birthday, the world does not forget, thanks to a short film by Spike Lee and a campaign that celebrates Robinson and his impact, plus a pledge to open the Jackie Robinson Museum in New York this year.
The moment Robinson walked onto Ebbets Field as a Brooklyn Dodger on April 15, 1947, he became an everlasting figure in American history. Born in 1919, this year marks the 100th birthday of a man who quite literally, changed the game and the cultural landscape.
To celebrate Robinson as an activist and American hero, Budweiser has partnered Lee and the Jackie Robinson Foundation to create ‘Impact’, a season-long campaign that will spotlight the heroic achievements of Robinson both on and off the field.
‘Impact’ is a three-minute effort directed by Lee and narrated by Robinson’s daughter, Sharon Robinson. The film – which will also appear nationally in a 60-second airing on Major League Baseball’s opening day – spotlights the moment Robinson broke baseball’s color barrier after more than 50 years of segregation in the sport.
The campaign was created by Dentsu US, from packaging design, to film (in partnership with Spike Lee), to out-of-home. There are also special edition bottles that will help raise money for the museum.
Dentsu Aegis Network Office: Vizeum U.S. and Isobar Brazil
Chief Creative Officer, Dentsu Aegis Network Brazil: Rui Branquinho
Art Director: Marcel Yunes
Art Director: Leandro Câmara
Account Director, Dentsu Aegis Network Brazil: Fred Paiva
Copywriter: Rick Williams and Chief Creative Officer, Dentsu Aegis Network Brazil: Rui Branquinho
Director: Spike Lee
Production Company: Taking Over & 40 Acres
Executive Producer: Douglas Costa
Spike Lee’s Team:
Producer: Heather Parish, Jason Shokolof
Spike DDB: Natasha Williamson, Alex Tyree
Taking Over Team:
Producers: Mihaly Martins, Carolina Bradilli, Alessandro Scafuro
Roberto Scafuro, Juliana Rabecchi, Renata Jay.
Broadcaster Voice: Bob Wolff
Sound Score: Howard Drossin
Post Production: Harbor Pictures
President, Vizeum USA: Duncan Smith
SVP, Group Director, Investment, Dentsu Aegis Network: Julie Goldstein
VP, Strategy Director, Dentsu Aegis Network: Rod Alanis
VP, Director, Communications Planning, Dentsu Aegis Network: Michael Kotick
VP, Group Director, TV Video Activation, Dentsu Aegis Network: Adam Maloney
Director, Integrated Planning, Dentsu Aegis Network: Eric Chang
Director, Paid Search, Vizeum USA: Gladyn Telford
Associate Director, Integrated Planning, Vizeum USA: Bora Chang
Associate Director, TV Video Activation, Vizeum USA: Tim Jonathan
Communications Supervisor, Dentsu Aegis Network: Ryan Heine
Digital Supervisor, Dentsu Aegis Network: Francesca Bonifazio
TV Video Activation Supervisor, Vizeum USA: Lainey Bartos