[Pitched idea that was too fun to forget in some folder named FINAL FINAL.]

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March Madness is a month of physical pain on the court and emotional pain at home. To help Aflac find footing in this cultural phenomenon, we'll create soothing guided meditations for fans who are really feeling the pain after a big loss.

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When teams are eliminated, we'll show up in their cities with micro-targeted media buys, plastering losing schools and towns with soothing content.

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As the tournament continues, we'll ramp up the content from billboards and wild postings to radio spots and video content.

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So with 64 teams in March Madness, that's 63 teams worth of fans who we'll be lending a soothing hand (and hopefully a little chuckle).

Art Director: Ernest Chan

Copywriter: Sky Braswell