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IMPACT

ISOBAR BRAZIL, Sao Paulo / AB INBEV / 2019

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Film

Overview

Credits

Overview

Write a short summary of what happens in the film

At the beginning of the film, we see key moments in Jackie Robinson’s career. As we watch this historical footage, a text about impact is narrated by a woman.

Then, the film draws a parallel between the late forties and the present times. It shows a crowd in a bar watching Jackie Robinson play in Major League Baseball, and then, a diverse group of people taking the Oath of Allegiance in 2019.

As the film goes on, we get to learn how Robinson became a full-fledged leader in the Civil Rights Movement, inspiring future generations to fight for racial equality.

Later on, we find out that the woman narrating the film is Jackie's daughter.

In the end, the film portrays different people from different fields and backgrounds who are making a difference in matters of diversity and inclusion nowadays.

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 honoring Jackie Robinson’s legacy.

Tell the jury anything relevant about the direction. Do not name the director.

The direction of the film made the spirit of the campaign grow. It superbly captured the similarities between the fights Jackie Robinson went through in the forties and the fight for inclusion that so many people still have to face every day. By conveying this, the director was able to show the importance of diversity for every society.

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