White Sox

To help the Chicago White Sox attract new fans and inspire current ones, we launched We Are Chicago baseball. It leveraged what many of the insiders already love about White Sox baseball: It’s hard working and tough, just like the southside of Chicago. 

The Chicago White Sox Pat and Tony Show

The show was designed specifically to attract non-Southsiders to the White Sox fan base with fun and irreverent humor.

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The Southside of Chicago Board of Tourism (TSSCBOT)

What do you do when your team always plays 2nd fiddle to the Chicago Cubs? Or when your part of town is just simply misunderstood? Create a spoof board of tourism, of course. Using a rough layout and tongue and cheek humor, we built a campaign playing off of the misconceptions about the Southside of Chicago.
For example, when someone entered a word into the language translator, they would always get the exact same word translated back to them. Same thing with the currency converter. The Southside is different but it's not that different.

The integrated campaign leveraged TV, digital content and radio.

TSSCBOT Radio Spots