Tasked with promoting 17 varsity sports in a city that is home to NFL, MLB, NBA, MLS, NLL MLL and CHL franchises, Adrenalin had to exploit the storyline that separates the University of Denver from professional sports. School pride and spirit were emphasized in the campaign created by Adrenalin through the use of “varsity” imagery and storytelling. The campaign was supported by the schools success of winning the I-AAA Directors’ Cup a record 5 times in 6 years.


The campaign provided the University with the storyline needed to compete with the multitude of professional sports in the area.