The way we watch sports is broken. We’ve been tamed to think it’s OK to watch games on a tiny screen by ourselves. Or sneaking March Madness® in our cubicles. Or even worse — while hiding in our lonely man caves. So as America’s biggest sports bar, we needed to wake people up with a “Roar!” and remind fans how sports should be watched — at B-Dubs, beer in hand, wings at the ready, surrounded by wild fanimals.

This work was built specifically for March Madness, an epic sporting event where 64 college basketball teams compete over three weeks to become national champs. Because there are so many games and many played during the weekday while fans are at work, it creates some really bad watching experiences. Mainly, having to sneak in the games at the office. Heck, CBS.com even created a “boss button” that pops up a spreadsheet in case you were watching the games while the boss walked by. And wireless providers have been brainwashing people that it’s OK to watch the games on their phones. It’s not.