If we laugh, you’re in
communication campaign
entertainment
To select the tenth contestant for the fourth season of LOL, Prime decided to create the format “LOL Talent Show – If we laugh, you’re in” tasking four famous Italian comedians with the mission of discovering new comedy stars around Italy.
Our mission, on the other hand, was to communicate it.
First, we needed a concept. And while we were searching for one, we realized that the concept was exactly what we were doing: searching.
That’s where the entire campaign was born.
For the main key art, we asked the four protagonists of the show to strike the classic poses of people who are actively searching for something (or someone).
Oh, then there was also a key art with the five guest judges.
So yeah, we had to think of other poses and other props.
Clearly, we couldn’t stop at the key art. And given how open the concept was, we went ahead and tried doing everything possible.
Like a bunch of animated videos that populated Italy’s main train stations.
And a couple of radio spots, where we tried to make people laugh.
If you think we failed, just know that Mago Forest laughed heartily in the recording studio.
Yeah, that’s right.
Of course, the trailer.
We lost count of how many times the phrase “Are you ready for some awkwardness?” echoed around the office desks. It was definitely always fitting.
(next)LOL: Chi ride è fuori
