Mother NY
Take a Knick Day
PR
BACKGROUND
The Knicks, New York City’s basketball team, had just won in the NBA finals for the first time in 53 years.
The Knicks, New York City’s basketball team, had just won in the NBA finals for the first time in 53 years.
INSIGHT
The city with the most basketball fans in the world also happens to be the city with the busiest people in the world. The parade to celebrate the win was set to a Tuesday - at a time no one in NY would be off work. Including ourselves.
The city with the most basketball fans in the world also happens to be the city with the busiest people in the world. The parade to celebrate the win was set to a Tuesday - at a time no one in NY would be off work. Including ourselves.
IDEA
An excuse was needed. So we partnered with a doctor to write real sick notes, diagnosing people with Knicks Fever. Normally, no doctor would put their name on sick notes excusing people to go party. But the city was in a state of exeption.
An excuse was needed. So we partnered with a doctor to write real sick notes, diagnosing people with Knicks Fever. Normally, no doctor would put their name on sick notes excusing people to go party. But the city was in a state of exeption.
In 24 hours, we found a doctor who was a Knicks fan, filmed an infomercial and set up a website for people to generate a sick notes for the coming parade day.
And quite right, June 18 2026 became the biggest PTO and sick leave day in US history.
RESULTS
︎︎︎7M+ earned media impressions for Mohther New York
︎︎︎600K views to @mothernewyork
︎︎︎10 000 doctors notes signed
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Agency: Mother NY
Copy: Tremayne Gary
AD: Sollin
PR: Ty Gates
Agency: Mother NY
Copy: Tremayne Gary
AD: Sollin
PR: Ty Gates