THE NON-INTERACTIVE, INTERACTIVE COMEDY by Grey Dusseldorf for Comedy Central

Adsarchive » Film » Comedy Central » THE NON-INTERACTIVE, INTERACTIVE COMEDY

THE NON-INTERACTIVE, INTERACTIVE COMEDY

Pin to Collection
Add a note
Industry TV Channels/Radio Stations and Programmes
Media Film
Market Germany
Agency Grey Dusseldorf
Creative Director Mark Hendy, Neil Elliott
Copywriter Thomas Voelker, Dominik Janning
Strategic Planner Christoph Pietsch
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Outdoor Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Outdoor
Advertiser: VIACOM INTERNATIONAL MEDIA NETWORKS NORTHERN EUROPE
Product/Service: COMEDY CENTRAL
Agency: GREY WORLDWIDE Düsseldorf, GERMANY
Advertiser VIACOM INTERNATIONAL MEDIA NETWORKS NORTHERN EUROPE
Product COMEDY CENTRAL
Entrant GREY WORLDWIDE Düsseldorf, GERMANY
Type of Entry: Use of Media
Category: Best Use of Outdoor
Title: THE NON-INTERACTIVE, INTERACTIVE COMEDY
Advertiser/Client: VIACOM INTERNATIONAL MEDIA NETWORKS NORTHERN EUROPE
Product/Service: COMEDY CENTRAL
Entrant Company: GREY WORLDWIDE Düsseldorf, GERMANY
DM/Advertising Agency: GREY WORLDWIDE Düsseldorf, GERMANY
Audio Production: (Studio Funk)
Chief Creative Officer: Roland Vanoni/Andreas Henke/Sacha Reeb (Grey Worldwide)
Creative Director Design: Mathias Renner (Grey Worldwide)
Director Of Production: Peter Engel (Grey Worldwide)
Creative Director: Mark Hendy (Grey Worldwide)
Creative Director: Neil Elliott (Grey Worldwide)
Junior Art Director: Frederico Gasparian (Grey Worldwide)
Junior Art Director: Alphons Conzen (Grey Worldwide)
Copywriter: Thomas Voelker (Grey Worldwide)
Copywriter: Dominik Janning (Grey Worldwide)
Junior Account Executive: Annette Debudej (Grey Worldwide)
Strategic Planner: Christoph Pietsch (Grey Worldwide)
Agency Producer: Claudia Jahn (Grey Worldwide)
Cinematographer: Dirk Schlobohm (Independent)
Speaker: Tom Zahner (Independent)
Sales Manager New Media/Product Manager Digital: Patrick Fischer/Nadja Vogel (Walldecaux)
Consulter: Alexander Tabaksmann (Tabaksmann Consulting)
Producer/Executive Producer/Edit/Finishing: Lena Breidenbach/Philip Hansen/Sabrina Herten/Stephan Krause (Parasol Island)
Live Video Streaming: (Code One)
Design: (The Product)

Results

We entertained passing pedestrians and created attention for the new show, it made people laugh online and offline and that was exactly what Comedy Central wanted.

Creative Execution

When people appeared at the bus stop a Comedy Central scriptwriter started to write relationship jokes about them and uploaded it instantly into a speech or thought bubble above them. Online people also had the opportunity to write their own jokes and send them in real time via the Comedy Central Facebook page. This way, a local event became a national happening.


For Comedy Central comedy is everywhere. To promote their new relationship show “Happy Endings” we stepped out of TV right into a place where people meet randomly: a bus stop. We transformed it into a stage where we forged relationships between strangers; creating the world’s first non-interactive, interactive comedy. The communication tool was an interactive bus shelter, which was controlled by a Comedy Central scriptwriter. With an own-programmed iPad-app he could place speech or thought bubbles above random waiting pedestrians. After various funny interactions, we informed our audience about the premiere of the show. So we got laughs and viewers.