Advertiser: NEW ERA
Agency: PEREIRA & O'DELL
Category: Best Integrated Campaign Led by Promotion and Activation
Advertising campaign: FIRST CHANGES EVERYTHING
Account Supervisor: Cory Berger (PEREIRA & O'DELL)
Creative Director: Frank Anselmo (PEREIRA & O'DELL)
Executive Creative Director: Dave Arnold (PEREIRA & O'DELL)
Producer: Jessica Friedman (PEREIRA & O'DELL)
Art Director: Josh Yeston (PEREIRA & O'DELL)
Executive Producer: Sebastian Eldridge (Rooster)
Executive Producer: Saxon Eldridge (Rooster)
Planner: Blair Williams (PEREIRA & O'DELL)
Editor: Dave Rothstadt (Rooster)
Chief Creative Director: Pj Pereira (PEREIRA & O'DELL)
Director Of Photography: Robert Gilbert (Rooster)
Copywriter: Jake Dubs (PEREIRA & O'DELL)
Line Producer: Kaitlin Del Campo (Rooster)
Client Brief Or Objective
Jackie Robinson stepped onto the field and into history becoming the first African American to play major league baseball. 66 years later, New Era celebrated this anniversary by paying tribute on Jackie Robinson Day, and invited fans to join them. Professional teams, athletes and fans across the country began tipping their hat to Jackie. Here’s to First.To making history instead of quietly going into it. To sacrificing everything so those behind you can stand on your shoulders for a better view. First is a responsibility. It’s a contract to change the game for future generations. Here’s to First. Because First changes everything.#FirstChangesEverything
Relevancy
New Era's tagline, “Fly Your Own Flag” shows reverence to those who flew before you. On April 15, 1947, Jackie Robinson became the first African-American in the major leagues when he played his first game with the Brooklyn Dodgers. New Era, official outfitter to Major League Baseball, paid homage to the definitive game changer unveiling the “First Changes Everything” tribute video.
Outcome
The ad is quietly powerful instead of cloying because it attempts to illustrate Robinson's enduring legacy in the present day rather than using archival footage of the player's past. Within minutes after going live, fans across the world began tipping their hats to Jackie using the hashtag #FirstChangesEverything
Implementation
As part of the celebration of Jackie Robinson Day, New Era invited photo or video submissions to their Facebook or Twitter with the hashtag #FirstChangesEverything in the message, featuring fans tipping their caps to Jackie.