How passionate is the Big Ten about sports? So much so that it has its own TV network, the aptly named Big Ten Network. Eager to avail its ardent fans of all the convenience of mobile viewing, the BTN launched BTN2Go, which delivers live and on-demand programming via the Web, smartphones and tablets. BTN tapped R&R Partners to create excitement and buzz around the network’s new mobile accessibility. R&R, in turn, chose TV to communicate BTN’s message because it’s the perfect medium for exaggeration, allowing us to humorously illustrate the joys of taking Big Ten sports with fans wherever they go – to a marvelous visual extreme.