The 2014 Super Bowl was aired on Channel 4 on Sunday 2nd February and ran into the early hours of Monday morning. In response to America’s biggest sporting event falling on a Sunday – and the first Monday of February seeing the highest number of people calling in sick for work in the uk – we designed the Super Sickie Service; A range of on air trailers promoting the event and explaining a sickie will be needed.
We created TV ads and a website which gave fans video hints and tips on how to fake being sick. Sub-sites were created for each of the fake illnesses and users could download or share their sick notes to social media. We also gave users activities for their day off including a spotify playlist and further NFL info and clips.
Due to the success of the campaign (or maybe just because we were lazy) Channel 4 decided to renew the campaign again for the 2015 Superbowl.