Entering the 2017 NCAA football season, the University of South Florida wanted to translate its recent on-the-field success into deeper fandom from its local alumni base, building more long-term connections, pride, and passion that could translate to a life-long loyal connection. The university’s athletics department engaged Dunn&Co. to help the school create a program that could inspire pride in the school and tribalism in the alumni base, igniting the dormant connection and love we believed was present in so many alumni. Or, as our campaign put it, "Wake The Bull Inside."