Lateness ain't funny.

The Melbourne International Comedy Festival, a.k.a. MICF, is one of my most FAVorit-est festivals in the whole wide world! (And I know there’s no such word as “favoritest”, but I don’t care. So there!)

I love MICF so much that when I was at uni I even approached them to do an internship… which didn’t work out (cos they don’t take interns, hence the high quality of the Festival). Few years later MICF offered me a ticketing gig at the main box office and various satellite venues about Melbourne, this year will mark my fifth year working for the Festival.

One of the many reasons why I love the Festival is the people: the customers, the comedians and of course the Festival staff. However…. One of my BIGGEST Festival “bug-bears” is…. Latecomers.

People who come late to shows get under my skin. A latecomer disrupts or delays a show. This in turn irritates other patrons. It irritates and distracts the comedian on stage (and probably hurts their feeling, as they work really hard on their material!)

I get why lateness happens, ie. Problems with transport or another show went overtime (probably cos it was delayed by a latecomer!) or a last minute ticket purchase followed by mad dash across town to get to the show’s venue on time etc, etc. There are many many reasons why people arrive at shows late. Though I still think that patrons should be mindful and a little more organised, I mean you wouldn’t be late to the Opera or the Cinema… so why should stand-up or a comedy show be any different? 

I’m thinking, perhaps the MICF could do with an ad campaign, like the ones you see in drive-ins or retro cinemas ie. “Turn off your phone” etc. But this campaign would illustrate the benefit of getting to a show on time. Sure, we already know the benefit, but sometimes it’s nice to actually read/see them to be reminded.

So I approched the very talented Mark Campbell of “Folding for Air”, “Running Away With The Circus” and “Souls on Board”, a talented songwriter and gifted Copywriter. Together we came up with several concepts, two of which are below.

(click on images to view them larger)

The two executions, one a full-page print ad and the other a half page print ad. I’d envisage them to potentially be in the Festival guide or maybe a poster at a MICF venue. If a campaign with this SMP (Single Minded Proposition) was picked up, I think a small animation on the Festival’s website would also be great! And if money was no object…. A cartoon TV commercial! It’d serve both as a “Community Service Announcement” ad and the Festival’s own current campaign.   

If I were going to do these executions again, I’d probably go for a more “vintage” “retro” look ie. Drive-in theatre ads. Or perhaps even a “Leunig-esque” style/influence? (Michael Luenig’s illustrations are used every year by the MICF).  Still, this exercise was designed mainly to communicate the idea of encouraging Festival patrons to be more mindful of showing up on time to shows. 

Hmmm, I wonder if these would work?