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Budweiser: Impact by Dentsu

Agency: Dentsu
Client: Budweiser
Date: Mar 2019
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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

Client: Budweiser

Creative Team

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

Sound: C5

Post Production: Harbor Pictures

Media Team

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