2018 marked the second year of our relationship with the USF Bulls Football Program. We faced two challenges as we worked up a game plan to capitalize on the momentum of our 2017 “Wake the Bull Inside” campaign. One, many of the team’s star players had graduated. Two, our undefeated rival UCF was stealing the headlines. We had to find a hole we could break through, and we found it by highlighting a hallmark of the Bulls’ growing fan base.

“Horns Up” became the rally cry of 2018. It’s a symbol of pride for all Bulls past and present, and a stern warning to opposing forces. We turned it into a 360˚ campaign and, judging by the reaction in the stands, across campus and on social media, “Horns Up” has the power to endure for many seasons to come. Best of all, USF saw the impact at the turnstiles as home attendance increased by more than 7,000 fans a game from the season before.