This idea started with last season’s Something To Prove Campaign and Dwyane speaking directly to the doubters. We wanted to continue that theme because it really resonated - not only with the team but with the fans. The job of this board was to start the conversation again. Get people talking. And smiling. The team proved a lot last season, especially Wade, but the detractors are still there. It’s in D.Wade’s DNA - he’s had doubters his whole career and he’s continually proven them wrong. Really to the point where it’s hard to doubt that man anymore. But Miami is a fickle town so we wanted to drawn a line in the sand. You’re either with the HEAT or you’re not. And we wanted to have some fun with it.

The original plan was to build a 40’ trough behind the bird silhouettes and fill it with bird seed to attract real birds as well. But there were some health safety concerns regarding the clean-up and the billboard company wasn’t comfortable doing that. So we did the next best thing and designed it to look as realistic as possible while exaggerating the size of the birds so they’d be readable from a distance while not being too big and cartoon-like. And it ended up attracting real birds anyway. Obviously HEAT fans. 

We applaud the HEAT and specifically Michael McCullough, the CMO for lettin’ us do it. I’m sure it sounded a little crazy when we presented the idea - it’s not often you get to say “we’re gonna put more and more bird sh*t on your advertising” to a client -  but he got behind it from the beginning. And it sets the tone for this year’s positioning. Wade played good enough last season to lead the league in scoring. The team played good enough to make the playoffs. Good enough to get people talking. Good enough to prove the doubters wrong…but good enough ain’t enough. Additional outdoor executions as well as TV, radio, print and online will support the campaign.   

Check out what Dime Magazine has to say about it.

Credits: Art Direction: Manny Fabian, Stephanie Gomez Copywriting: Evan Goldstein