ASSOCIATE CREATIVE DIRECTOR - ART DIRECTOR
DOMINO'S - THE RECOVERY CHANNEL
New Year's Day is the most hungover day of the year. And Domino's has always been the brand people turn to in their hour of alcohol-induced need.
Some might even say, they're The Official Food Of Recovering On New Year's Day...
We created the world's first (and only) 24-hour TV Channel, filled with comforting and relaxing shows that were perfect for the blurry-eyed masses. And best enjoyed with your favourite pizza in hand. we called it, The Recovery Channel.
Broadcasting on Sky 539 (as well as Virgin and Freesat), the Recovery Channel aired shows starring yawning kittens, sleepy sloths, an almost-live stream of a stream, a hypnotic fireplace, and a selection of the best British sunsets
money can buy. To name a few.
The Recovery Channel was supported by loads of stuff (social, email, display,
in-store, to name a few), but my favourites were these radio ads that targeted people on Spotify before they went 'out out' on NYE, and then again
in the morning when the regret had set in.
These Instagram vids drove the hungover masses to tuck in
and tune out on the big day.
