For this campaign, we invented a new form of discrimination. A discrimination against hardcore sports fans we called Sportism. Then we used our media to let those hardcore fans know they are victimized by Sportism every day even if they didn’t know it. Being told by a girlfriend that they have to have dinner with her mother rather than watch a game? Sportism. Being looked at funnily for wearing face paint? Also Sportism. These newly maligned fans were told they could fight Sportism at the Score.ca. Our client’s new website.