Jordan's 'Re2pect' Campaign Honoring Derek Jeter Wins Integrated Grand Prix
Brand Jordan's Stirring Tribute Honors #2's Final Year in Major League Baseball
Jul 14, 2014
Wieden & Kennedy New York's moving tribute to retired Yankees #2 shortstop Derek Jeter earned the 2015 Integrated Grand Prix at the Cannes Lions International Festival of Creativity. The campaign kicked off with a stirring, poetic spot directed by Arts & Sciences Matt Aselton, which assembles an all-star group of celebrities, competitors and fans who honor the baseball player by tipping their hats. The film was just one aspect of the campaign, which expanded to social media, outdoor and even products. Read the full story on the Integrated win on Adage.com.
Brand Jordan and agency Wieden + Kennedy New York launched this stirring tribute to Yankees shortstop Derek Jeter as he approaches his final and 20th year as a Major League Baseball Player. Directed by Arts & Sciences' Matt Aselton, the spot depicts Jeter at bat. He tips his hat, and the rest of the world pays its respect to #2, including celebrities Jay-Z, Spike Lee, Rudy Giuliani and Billy Crystal, fellow baseball players such as Mariano Rivera and Andy Pettitte and other sports figures including Michael Jordan, Phil Jackson, skateboarder Eric Koston and Jeanie Bus.
Viewers are invited to follow the conversation and pay their respects to Mr. Jeter in his final year by tagging social media posts #RE2PECT.