Following on from the first week of the new baseball season, MLB official beer partner Budweiser brought inclusion, diversity and unity to the forefront of the baseball conversation with the launch a new campaign, called ‘Rise’, that celebrates the legacy of Jackie Robinson and which will culminate on Jackie Robinson Day.
Robinson changed baseball and the cultural landscape of America forever by breaking the major league colour barrier on 15 April 1947 and the ‘Rise’ campaign acts as a metaphor for the impact of that event and his career.
The campaign is spearheaded by a beautifully shot film depicting the construction and interlacing of a black and white baseball that carries Robinson’s iconic number 42 and his signature.
The spot is set to the inspirational Grammy nominated track ‘Rise Up’ by Andra Day.
The full length 60-sec film will air on Jackie Robinson Day (15 April) and will also be screened in ballparks across America on the day,
while the a 30-second cut down version will air on US television during MLB broadcasts in April in the lead up to the 15th.
The film is also amplified across the brand’s digital and social platforms.
Rise up and raise your Buds to an American hero, Jackie Robinson. #ThisBudsForJackie pic.twitter.com/y6oQhDOwbv
— Budweiser (@budweiserusa) April 1, 2019
Comment:
This latest wave of MLB work from Budweiser comes hot on the heels of the beer brand’s three-minute short film, ‘Impact’, which was directed by Spike Lee, narrated by Jackie’s daughter Sharon Robinson and aired to mark MLB Opening Day (see case study).
The wider campaign, linked by the hashtag #ThisBudsForJackie, includes spans limited edition bottles, on-pack work, plus in-stadiuj activation and online activity.
Jackie Robinson’s story is bigger than baseball. 2019 marks the 100th anniversary of Jackie Robinson’s birthday, and we are proud to celebrate the impact Jackie had on the entire nation. Raise your Buds to 42. #ThisBudsForJackie pic.twitter.com/RqY1muSFTu
— Budweiser (@budweiserusa) March 30, 2019
Links:
Budweiser
https://twitter.com/budweiserusa
https://www.youtube.com/user/budweiser
https://www.facebook.com/BudweiserUSA
https://www.instagram.com/budweiserusa/
https://www.pinterest.com/Budweiser/
Dentsu Aegis Network
https://www.dentsuaegisnetwork.com/
Isobar
Vizeum
MLB
http://mlb.mlb.com/mobile/atbat
http://mlb.mlb.com/mobile/attheballpark
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