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

Published on Jul 14, 2014

Editor's Pick

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

Original Post:

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.

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Jul 14, 2014
Wieden+Kennedy New York
Excecutive Creative Director:
David Kolbusz
Exec Creative Director:
Susan Hoffman
Excecutive Creative Director:
Mark Fitzloff
Creative Director:
Gary Van Dzura
Creative Director:
Jimm Lasser
Eric Helin
Art Director:
Erwin Federizo
Head of Content Production:
Nick Setounski
Sr. Producer:
Jesse Brihn
Asst. Producer:
Kristen Johnson
Production Company:
Arts & Sciences
Matt Aselton
Exec Producer:
Mal Ward
Exec Producer:
Marc Marrie
Line Producer:
Zoe Odlum
Director of Photography:
Robert Richardson
Editorial Company:
Rock Paper Scissors
Biff Butler
Post Producer:
Melanie Gagliano
Post Executive Producer:
Eve Kornblum
VFX Company:
The Mill
VFX Lead Flame:
Richard Lyons
VFX Supervisor:
Antoine Douadi
VFX Executive Producer:
Verity Grantham
Jeremy Moore
Telecine Company:
Company 3
Tom Poole
Mix Company:
Heard City
Philip Loeb
Sasha Awn
Sound Designer:
Brian Emrich
Andrew Huckvale

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