"…it's a wrap."
ADVERTISING CAMPAIGN FOR COMEDY CENTRAL
Two years after our first campaign for Comedy Central we re-evaluated and came to a surprising result: it turned out that people knew of Comedy Central, but did not know Comedy Central was available in Germany.
With our second campaign, Zum Wegschmeißen, we introduced these people with a brand that's a joke on it's own. With headlines that showed we could make fun of ourselves, ánd with a layout that answers the question "Can you make the logo bigger?" with a definitive "No.", we made sure nobody could get around Comedy Central this time.
Made together with Thomas Rendel & Nathalie Amegaschie (copywriter), Yasmin Soto Alaoui (art direction), Frederik Hofmann (creative director) & Volker Jensen (account director).
We used the 2D-print setup and transfered it to 3D: The foil optic becomes a foiled – and quality checked – package and our "making-fun-of-ourselves-lines" took part in a kind of strange dialogue.
By using footage from Comedy Central's hit-series, we made sure people know what they can expect when tuning in to Comedy Central.
A bit of craft was needed when creating the main prop for the Comedy Central box. To prevent getting a shimmering effect, instead of wrapping the box in foil, we decided to paint and print the box. The roughness of the technique really gave it a worn-down warehouse look.