After a long, draining week, many people see Friday as an oasis from the stress of work and responsibility, and they celebrate the day with the hashtag #FridayFeeling. Aptly named Friday Health Plans applies this concept to health insurance. The low-cost, hassle-free provider covers younger consumers’ basic health needs — such as annual check-ups and emergency services — so they can experience that #FridayFeeling all week long. Our integrated marketing campaign accesses out-of-home and pre-roll media to relay this sense of freedom to 27- to 39-year-olds. The 15-second spots use music, special effects (slo-mo, animation) and declarations (“When your insurance rocks as hard as you do”) to illustrate the emotion that defines that Friday state of mind.