Why We Watch is an advertising campaign rooted in the passion of Detroit Tigers fans. The challenge was to connect to the target audience and invite them to tune in. The goal of the campaign was to find a way in which to connect to the fan base on a level beyond that of usual sports advertising.

Using imagery from identifiable and well-known moments throughout the last 20 years of the Tigers’ history, the campaign aims to connect viewers back to those times and emotions to remind them Why We Watch.

The campaign received a 2012 Student ADDY.