Pereira & O'Dell New York, United States Full Service

Pereira & O'Dell Creative Work

Title "First Changes Everything"
Agency Pereira & O'Dell
Campaign First Changes Everything
Advertiser New Era Cap Company, Inc.
Brand New Era
Date of First Broadcast/Publication 4/2013
Business Sector Apparel, Fashion & Footwear

Part of “Flying Your Own Flag” is showing 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. As part of the celebration, New Era invited people to honor Robinson by posting photos or video submissions to New Era’s Facebook or Twitter pages with #FirstChangesEverything in the message, and tipping your cap to Jackie Robinson, the quintessential first.

The ad is subtly quietly powerful because it illustrates Robinson's enduring legacy in the present day rather than using archival footage of the player's past.

Within minutes of the video being posted fans, athletes and major league baseball teams around the world began to honor to the man who broke baseball’s color barrier 66 years ago using the hashtag #FirstChangesEverything. 

Tagline First Changes Everything
Media Type Television
Length60 seconds

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