Our insight was simple – comedians have the ability to turn anything into a joke. Where most people see everyday occurrences - a visit to the dentist, or a dog getting a haircut – they see jokes.

So instead of showing what happens when a Top Comic wins the competition, our campaign focused on what could happen if they don’t win and these comedians are forced to pursue another career.

Bold, surreal photography was used to ensure the visual is front and centre. The design of typography pays homage to traditional marquee signage with a dynamic, skewed expression that echoes the playfulness of the photography. Headline colour selections complement or are drawn from the photography palette, unifying the image with the message. Flexibility in scale and composition allowed the headline to move vertically as a unit to maintain visual consistency.

With the exact same media budget as last year, traffic to the Top Comic website increased by 178%, leading to this highest number of unique visitors this competition has ever seen.

We were able to give Top Comic the awareness it needed, and dozens of amateur comedians the national exposure they deserved.