Research, strategy, and a World Series Championship showed the true personality of Philadelphia sports fans. They're louder, more passionate, and more obnoxious than fans in any other city. And proud of it. We used this attitude to promote CSNPhilly.com, the website component of Comcast SportsNet, which needed to be seen as the online destination where real Philly fans can get their sports fix.

These fans weren't just wandering around the streets looking for sports updates. Each one already had a source they relied on. But these sources also have something CSN doesn't — traffic, weather, news — which tend to get in the way of a real fan's crucial and time-sensitive hunger for sports information.

We combined the Philadelphia attitude with a mentality that focused only on sports, to create a campaign that drenched the city in team pride.