Telecoms. For years it’s been a category celebrating price plans and negativity. No one’s been listening and there’s a total lack of brand affinity across the board. To get NFL fans interested in Sprint’s NFL Mobile application, we knew we had to change the conversation. So we celebrated Sprint’s magical, speedy technology via the fastest thing in football: A Super Bowl champion’s mind, Peyton Manning’s mind.

A non-phone, phone commercial that broke industry rules and spoke directly to avid fans. Print and banners that let fans explore specific areas of Manning’s mind. And ManningsMind.com, an ultimate fan fantasy where avid and casual fans alike got to test their own speed of thought against Manning himself in a battle of NFL knowledge.