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ISOBAR BRAZIL, Sao Paulo / AB INBEV / 2019

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Overview

Cultural/Context information for the jury

Baseball is still America’s national pastime. One of the most important stars of this beloved sport was Jackie Robinson, who was not only an extraordinary player but also a trailblazer.

Robinson broke the color barrier in 1947: he was the first African American to play in Major League Baseball. After retiring, he became a full-fledged leader in the Civil Rights Movement, inspiring future generations to fight for racial equality.

He’s so important that every year on April 15th the Jackie Robinson Day is celebrated. On that day, all players, coaches, and managers in every team, as well as the umpires, wear #42 (Robison’s uniform number) on their jerseys.

2019 is the year of Jackie Robinson's 100th birthday.

In a moment the United States is more divided than ever, the brand wanted to deliver an impactful message about diversity and inclusion by honoring Jackie Robinson’s legacy.

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