Shoulda' Been There Integrated Campaign

The Improv has a 60-year heritage of delivering the best that comedy has in store. That experience has come under assault via streaming and social media channels that offer up massive volumes of content without having to leave the comfort of the couch.

Charged with reigniting enthusiasm for live laughter and inspiring visitation, we focused on a simple insight that plays off the FOMO running rampant in our always on, always posting culture.

A funny thing experienced second hand never is as funny.

From this the “Shoulda’ Been There” campaign was born. The campaign was thoughtfully executed across TV, audio, outdoor, and digital channels to best tap the experience each offers. We used the storytelling capability of TV and audio to lean in on how hard it is to tell a joke after the fact. We used the "snapshot of a moment in time" delivery of outdoor and display digital to capture the feeling of being there at the moment a comic delivers. When the elements are brought together, the campaign delivers a seamless storytelling ecosystem built around how live comedy more powerfully engages us and elevates our experience with it.

The integrated campaign was embraced by The Improv organization across owned and partnered properties nationwide.