Stage 1 – Denial
We instead thought about the nuance that there is in fact only one winner of March Madness, and 67 losers. So instead of competing with sports bars to get people to come and watch the games, we pitched BJ’s as the place to go and drown your tears after your team inevitable crashes out.
Stage 2 - Anger
Optimized for Instagram and Facebook, we celebrated the ways in which BJ’s can help cure those Basketball Blues – these were a lot of fun.
Stage 3 - Bargaining
These were accompanied by still and animated social content on Instagram and Facebook.
Stage 4 - Depression
During the shoot, this guy went through about 20 Pizookies.