Problem:  As America’s most successful chain of sports restaurants, Buffalo Wild Wings wanted to show how important March is to sports fans.
Solution:  The resulting campaign created a national debate, asking college basketball fans which month they’d lose to get even more March. Each spot featured entertaining reasons to lose other months, and reminded fans that, if you love college basketball, wings and beer, you can never have too much March. In this spot, one fan remembers an unfortunate New Year’s Eve incident that makes him want to lose January.