Laugh through it

In a highly competitive podcast market, with a wealth of free listening opportunities, Audible needed to assert itself as the home of comedy podcasts and that the quality of Audible comedy is worth paying for.

We knew that humour in advertising increases involvement and distinctiveness, so we played on the British love of comedy based on things going wrong, with a campaign which incited laughter at everyday mishaps.

However, you can’t just say you’re funny, you have to tell a joke… so we took everyday mishaps onto the streets with a hyper-local campaign led by a series of special outdoor installations that brought to life ‘everyday’ comedy mishaps including a bike stuck in concrete, someone fallen into a bin and a silhouette from someone covered in bird poo, all placed in context-perfect sites.

Our installations grabbed huge amounts of media and public attention and took on a life of their own, spawning a number of gags online and coverage when the Met Police were called to rescue a man in a bin – which turned out to be our special build outdoor poster.