Jacksonville Jaguars 30th Season Throwback Campaign
The 7th Annual Awards
- Best Integrated Campaign
ABOUT THIS ENTRY
The goal of this campaign was to celebrate the franchise's 30th season launch and the long anticipated throwback jereseys. In 1995, the Jacksonville Jaguars played their first game and etched themselves in the hearts of thousands of fans. The team aimed to bring back the nostaliga of the start of the franchise and create compelling points of connection to 2024. This campaign created memorable experiences for fans, sparked excitement on social media, and drive revenue for the organization.
How does this represent "Excellence in Engagement"?
This was a stellar benchmark in fan engagement because we were able to engage consistently throughout the 5 month lifetime of the camapiagn. This inspires the industry to make multi-touchpoint activations that have extensions in retail, on social/digital platforms, throughout the media, and in-game intgerations. The campaign was designed to be sustained and created new releases throughout the months so that fans continued to have milestones to look forward to.
Objective
The objective was to create visual representatons that took fans on a journey back to the beginning of the franchise. We ensured that every marketing element, in-game asset. and piece of content felt like a transformation back to the 1990's. The goal was to get fans excited for the upcoming season and create assets that they would be eager to consume. This included first looks at the Prowler Throwback Uniforms on social, announcing a vintage clothing collaboration, and creating 2 in-game throwback experiences against Division Rivials.
Strategy & Execution
The Jaguars understood that vintage has become trendy amongst fans and for many seasons there has been conversations throughout sports media about teams displaying their throwback uniforms. The Jaguars marketing team leaned into this to create the strategy for this campaign. For the social video announcing the throwback uniforms, we created a vintage clothing shop that was outfited with 90's videogames, old school apparel, featured one of the former players from that era (Leon Searcy), all over the classic 90's hit "Uh Oh" by hip hop artist Jay Ski.
For the merchandise collaboration, the Jaguars selected a local designer based in Jacksonville who specializes in creating apparel with a 90's aesthetic. 89 Los Originals is a clothing brand that is well represented around the city and supported by one of the Jaguars biggest ambassadors, comedian Lil Duval. Fans love when club makes autherntic connections to the community and working with 89 Los Originals achieved that goal.
The game day elements were led by the design and gameday production team to ensure that every game element was redesigned to look like digital assets from the 1990's, including pixelated graphics, throwback logos for both teams, and complete integration of the themed font.
Organizations
- Jacksonville Jaguars
Links
Featured
- Tyson Campbell
- Andre Cisco
- Leon Searcy
- Tony Boselli
- Trevor Lawrence
- Christian Kirk
- Travis Etienne
- Brian Thomas Jr.
- Josh Hines-Allen
Credits
Nick Birdsong
Director of Digital and Social Media
Jacksonville Jaguars
Jasmine McCrawford
Director of Brand & Strategic Initiatives
Jacksonville Jaguars
Everett Sullivan
Director of Creative Media
Jacksonville Jaguars
Dylan Morton
Director of Football Communications
Jacksonville Jaguars
Kam Nedd
Senior Manager of Photography
Jacksonville Jaguars
Jennifer Garavaglia
Senior Manager of Digital Media
Jacksonville Jaguars
Charles Jordan
Social Media Manager
Jacksonville Jaguars
Cameron Hicks
Social Content Producer
Jacksonville Jaguars
Devin Carvajal
Creative Content Manager
Jacksonville Jaguars
William Pease
Digital Media Manager
Jacksonville Jaguars
Ahmon Lott
Social Media Specialist
Jacksonville Jaguars
Brooke Hopfe
Digital Media Coordinator
Jacksonville Jaguars
Josianne Keenan
Social Media Coordinator
Jacksonville Jaguars
George Pellicer
Head Equipment 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.
