June 27, 2015 BY Yale Schalk / 0
Jordan Brand’s 2014 “RE2PECT” campaign honored the accolade-heavy career of New York Yankees star Derek Jeter but is now winning its own acclaim – the Integrated Grand Prix award at Cannes Lions International Festival of Creativity.
Created by Nike’s longtime ad agency Wieden+Kennedy, the “RE2PECT” film features Jeter stepping into the batter’s box and tipping his cap, setting off a chain reaction of reciprocity from the Yankee faithful, including Spike Lee and Rudy Guiliani, and fans like Carmelo Anthony, Billy Crystal, Tiger Woods, Eric Koston, Phil Jackson, Jay-Z and more beyond the stadium.
Though recused from the award’s deliberation process, Wieden+Kennedy executive creative director and CLIFC jury member Mark Fitzloff opined that the “RE2PECT” ad stood out because it connected on a personal level that transcended sport:
“People were able to get wrapped up in the story and move seamlessly from execution to execution and not think about kind of a checklist of how it’s integrated, and look at how many things it did. [The ad] was driven off of emotion, something very abstract, very human. You can really feel it in the video.”
You can watch the award-winning “RE2PECT” video here:
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