2024 JAX Rookie Draft Class Campaign
The 7th Annual Awards
- Best Graphic Design
ABOUT THIS ENTRY
The Jacksonville Jaguars were inspired by the magazine XX and how the publication would introduce "up and coming" artists that are transitioning to the big leagues. For the third year, the Jaguars use the JAX Rookie Poster as a creative approach to introduce that year's NFL Draft Class to the fans in DUUUVAL! For 2024, to captivate the audience, there was a unique graphic design elements to showcase the players' style, soul and swagger.
How does this represent "Excellence in Engagement"?
The Jacksonville Jaguars created a content category and after the first 2 years of the campaign other teams began to follow suit. In 2024 other NFL clubs, including the Kansas City, began to create helmet off content to introduce their rookies to their fanbase and focus on the fashion style and personal interests of their draft class.
In order to move the indsutry forward, we aim to dive deeper into the personalities of players to create more authentic points of connection between athletes and audiences.
Objective
For the third year, the Jacksonville Jaguars brought the tradition of the JAX Rookie Poster to DUUUVAL and celebrate the 9 rookies selected in the 2024 NFL Draft. After the first introduction of this campaign in 2022, fans and players expressed their excitement about the debut of the newest additions to the the team and the 904. This initiative also connects the rookies to the Jaguars fan base. At the first weekend practice, posters were distributed to all fans in attendance at Training Camp. All 9 players joined fans post-practice to autograph the poster for those in attendance.
Strategy & Execution
The NFL season begins with Training Camp and the goal of the brand is to create synergy around conversations within sports and entertainment that people can relate to. XXL magazine is a staple in popular culture for highlighting the newest talent in hip hop music. The unveiling of XXL's Freshman Class is a major moment and solidifies the transition from “up and coming” to the “big leagues.” The Jacksonville Jaguars use this content to introduce the newest members of the roster to the Jaguars fanbase.
Fans who are familiar with XXL resonated with the football flair that the team excuted with the unveiling of players. The intersectionality between music and sports has always been a space that the Jaguars have lived in and the fans enjoy the content with this approach.
Organizations
- Jacksonville Jaguars
- NFL
Links
Featured
- Cam Little
- Maason Smith
- Jordan Jefferson
- Javon Foster
- Brian Thomas Jr.
- Myles Cole
- Keilan Robinson
- Jarrian Jones
- and De'Antre Prince
Credits
Jasmine McCrawford
Director, Brand and Strategic Inititatives
Jacksonville Jaguars
Nick Birdsong
Director of Digital and Social Media
Jacksonville Jaguars
Kam Nedd
Senior Manager of Photography
Jacksonville Jaguars
Cameron Hicks
Social Content Producer
Jacksonville Jaguars
Ahmon Lott
Social Media Specialist
Jacksonville Jaguars
Dylan Morton
Director of Football Communications
Jacksonville Jaguars
Devin Carvajal
Creative Content Manager
Jacksonville Jaguars
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
