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Budweiser Celebrates Jackie Robinson’s 100th Anniversary With 360° Brand Campaign

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.

When the legend, Lee Robinson stepped into 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, the landscape and the culture.

Therefore 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.

Titled ‘Impact’, it 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 Basebell’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.

Ahead of opening day festivities across Major League Baseball on March 28, Budweiser is debuting a new campaign celebrating the 100th anniversary of the birth of the most important player in MLB history.

Executed by Dentsu Aegis Network with Isobar handling creative and Vizeum on media, the campaign was envisioned and rolled out in Jan. 31 centennial of the birth of legendary Dodgers Hall of Famer and civil rights icon Jackie Robinson and precedes Jackie Robinson Day, a celebration of the day Robinson first took the field for the Brooklyn Dodgers, April 15, 1947, becoming the first African-American to play in the league.

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Global Chief President at Dentsu Aegis Network, Duncan Smith said,

From our great Budweiser clients to Oscar-winning filmmaker Spike Lee to the best of the Dentsu Aegis Network, we all passionately worked to create an inspirational body of work,” Dentsu Aegis Network global chief president Duncan Smith said in a statement. “Together, we couldn’t be more proud of this campaign and what it represents: the celebration of a great American icon and his achievements in breaking down barriers and delivering the extraordinary—the impact of which is still felt today.

The branding and campaign will last about a season. “Impact” debuts with an ad directed by Spike Lee and narrated by Robinson’s daughter, Sharon Robinson, also called “Impact.”

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