What happens when you're one of the winningest teams in football history, and you stop winning? You need to start another conversation. So we took the Indianapolis Colts from "football team" to "heartland pride generator" in this comprehensive brand campaign.

Client: Indianapolis Colts
Executive Creative Director: Cory McCall
Creative Director: Patrick Macomber
Associate Creative Director: Elliot Lebeouf
Copywriter: Justin Klugh
Director: Konstantinos Psimaris
Editor: Max Paolucci
Producer: Alexandra Beni
Account Director: Indira Morton

Oh, and the work inspired a new tradition.

During home games at Lucas Oil Stadium, the anvil—the immovable object upon where the horseshoe is forged—rings through the stadium before kickoff, signaling that it’s time to stand up.