Comedy Central is a U.S.-based television channel specializing in comedy programming. Founded in 1991, the channel is known for its diverse lineup that includes stand-up comedy, comedy series, sketches, and satirical shows. Some of its most iconic programs include "South Park," "The Daily Show," "Chappelle's Show," and "Broad City."
In 2021, Comedy Central celebrated its 30th anniversary. To mark this significant milestone, we developed a comprehensive campaign proposal designed to captivate audiences of all ages, from the youngest viewers to the elderly. Our goal was to create a campaign that resonated with everyone, leveraging the channel’s rich history and its impact on comedy culture. We aimed to engage fans with special programming, events, and retrospectives that highlighted the best moments from the past three decades, ensuring that our celebration was inclusive and memorable for all demographics.
spanish
english
To achieve this, we created a character named Gracia, an elderly woman who seemingly worked at Comedy Central for 30 years but tragically disappears. Therefore we created missing person posters to be distributed throughout the city.
The campaign idea revolves around wordplay. In Spanish, the word "Gracia" can be a person's name but it also means "to be funny." So, at first glance, it seems like we are looking for a person, but at the same time, it's a mockery of ourselves that after 30 years, we are still searching for ways to be funny. Hence, the description of the image.
What's more alarming than a missing person poster? But what if we were also talking about an elderly person? Wouldn't you stop?
We turned Gracia into one of us. Gracia now had a story. On her social media (twitter), she shared her bingo afternoons with friends, her meals... and always included a postscript about the latest episode of a Comedy Central series she was watching. This way, she also promoted the platform. As you followed her posts, ypu can see how Gracia realized she was addicted to bingo and had to quit. After multiple attempts to quit, her last post shows her in a car with her bingo friends, and in a very ambiguous message, she talks about a new era. After this, she disappears, and after a couple days her neighbor uploads a new post iwith a missing poster of her, explaining her concern and worry of trying to find her friend.
On the lower part of the poster, we added a QR code that took you to the Comedy Central website but to a special section dedicated to "Gracia," where a tribute was made to the protagonist of our campaign by reimagining the titles of her favorite series, which she used to talk about in her posts. Additionally, you could access the official page to view subscription prices.
