Budweiser & Jackie Robinson - Media & Creative

In 2019, we launched a groundbreaking campaign to celebrate the 100th anniversary of the birth of baseball legend Jackie Robinson, who broke the color barrier to become the first African-American to play in the major leagues. With Budweiser's passion for baseball and history of championing extraordinary people, we created a purpose-driven campaign that championed equality and breaking barriers.
We collaborated with Spike Lee, the MLB, and the Jackie Robinson Foundation to develop activations that delivered lasting impact. Our 360 plan was included in over 10 channels, such as MLB/NBA TV, social media platforms, billboards, newspapers, and MLB stadium videos, with a national overlay. Our campaign raised our Bud to the icon who changed not only the sport but also the nation, highlighting the push for equality that remains relevant today.