Laughter is the language of Comedy Central. This idea became the foundation for the "Unleash Your Laughter" campaign for Comedy Central Netherlands. 

By shifting the spotlight from the shows to the audience, the campaign celebrated the Dutch laughing archetypes that make up Comedy Central viewers. Using playful and raw typography alongside TV promos inspired by nature documentaries, it created a quirky look at Dutch laughter styles, communicating that Comedy Central is the place to go to for comedy.

Typography
A key element of the campaign's identity was its expressive typography. Representing the raw and unfiltered laughter of our archetypes. For static media it was hand-made to fit the frame as much as possible, like laughter filling a room.

In motion the type got even more playul, morphing from Comedy Central's typeface to exaggerated shapes that mimicked the archetype's laughter. It was supposed to be as loud and fun as possible, focusing on character and energy opposed to tightly designed systems.