MIAMI – For the first time in franchise history, the Miami HEAT has won a prestigious Silver Clio Sports Award in the medium of design for last season’s alternate uniform campaign, Throwback HEAT Charged by Mountain Dew. The Clio Awards recognize innovation and creative excellence in advertising, design and communications and are judged by a panel of top marketers and creatives from around the world. The awards ceremony took place July 7th in New York City.
Throwback HEAT was a multimedia, month-long campaign (February 2016) that paid homage to the white home uniform worn by the mid-1990’s HEAT teams. The uniform featured chunky numbers with a large drop-shadow and a scoop neck silhouette, as well as the original design of the “flaming T” element in the HEAT word mark. The campaign, a light-hearted and fun tribute to the team’s early years, was characterized by whimsical, colorful fonts, custom-type icons and hundreds of animated doodles—all of which were hand-drawn by the team’s in-house Creative Department.
“Throwback HEAT was unlike any other jersey campaign we’ve ever done,” said Jennifer Tobias Alvarez, Creative Director of the Miami HEAT. “We wanted it to be just as fun as the 90’s were with bold colors and hand-drawn, playful design. It was like being 14-years-old again and doodling in your notebook. The Silver Clio is a first for us and I’m incredibly proud of the role everyone on my team had in bringing this old school campaign to life.”
Credits for Throwback HEAT are as follows:
Michael McCullough
EVP/ CMO // Miami HEAT
Jennifer Tobias Alvarez
Creative Director // Miami HEAT
305 Films, Miami
Production Company
Manuel Fabian
Art Director // Miami HEAT
Jasmine Nones-Newman
Designer // Miami HEAT
Sasha Beck
Designer // Miami HEAT
Brett Maurer
Designer // Miami HEAT
Jose Garcia
Designer // Miami HEAT
JonMichael Rodriguez
Traffic Manager // Miami HEAT
William Probus
Creative Manager // Miami HEAT
David Alvarez
Photographer // Miami HEAT
Emilio Carnero
Animator // Miami HEAT
Throwback HEAT featured countless print, experiential and digital elements including its centerpiece, the player introduction video sequence, whichblended live action with animation and was set to the old school hip hop classic, “Let Me Clear My Throat” by DJ Kool. The team also designed and launched a limited edition line of Court Culture Throwback HEAT merchandise. Court Culture is a lifestyle brand created and managed in-house by the Miami HEAT Creative Department. In addition to driving retail and corporate salesgoals, Throwback HEAT reached a worldwide audience of over 70 million.
For more information on Throwback HEAT Charged by Mountain Dew, please visit HEAT.com/jerseys/throwback.