Prime Video

LOL: Chi ride è fuori

Prime Video

LOL: Chi ride è fuori

For the launch of the second season of “LOL: chi ride è fuori”, we had only one goal: to bring a laugh everywhere, even in the most unexpected places.

And if there’s one thing we’ve realized, it’s that bringing good humor during hard times is a superhero feat.

A team of superheroes, with superhuman comedy skills: we announced the cast of the show through a special deck of cards that contained clues to their identities, only to reveal them on Prime Video’s social media through an influencer campaign.

What would a superhero team be without a group photo in epic poses?

Our key art captured the cast as the most powerful group of laughter superheroes on the planet, ready to bust out their special moves and make everyone laugh.

We should always fight sadness, even when we would like to get depressed with a nice tearful playlist.

Taking advantage of Spotify’s algorithm, we created ads targeted towards those who listen to sad music, with Lillo’s voice interrupting the sad streaming with an invitation to have a laugh.

“I could really use a good laugh now”, we all thought, after half an hour waiting for our bus.

The laughter superheroes have arrived here, too. We manned offices, public transport shelters, subway stops and train stations with a series of tailor-made ads, inviting people to scan a QR code to access some extra content of the second season of the show and making the boring daily waits a little more cheerful.

How many times has the funny guy in the company been told "you should really try and go to LOL"?

At the Central Station in Milan, we started the challenge: a few minutes for anyone who wanted to try and make some of the most serious people in Italy laugh.

An inflexible teacher, an emo who hasn’t laughed since 2002, a serious mortgage lender, and Italian people’s innate inclination to comedy. 

Between funny and cringe-worthy moments, there was only one certainty: we all laughed at the end.


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