DomINO'S: THE RECOVERY CHANNEL

January 1st 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...

So I created the world's first (and only) 24-hour TV Channel - filled with comforting and relaxing shows, perfect for the blurry-eyed masses… And best enjoyed with your favourite pizza in hand, obviously. Sit back and enjoy 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 babbling 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), 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 fully set in. (Hit refresh if they're not showing up.)

What's more, you can't have a TV Channel without commercial breaks. So every 15 minutes, the world was treated to some rather brazen advertising for a certain pizza brand.

Well, hungover people ain't the sharpest tools in the box, eh.