Rethink has just given the Global Comedy Festival a head-to-toe makeover.

This year’s event runs from September 17 to 27 and features 62 performers. Heavyweight stars like Steve Martin, Andy Dick and Carol Burnett join a raft of up-and-comers.

This year’s campaign positions the event as “a better festival” than alternatives like the Fringe Festival or the Jazz Festival.

“Of all the festivals, the Comedy Festival is a bit of a black sheep,” says Rethink art director Lara Palmer. “We’ve got a great sense of humour— let’s hope the others do, too.”

The campaign includes a new logo, two TV spots, three radio ads and a series of print ads. “No festival escapes unscathed,”  says Palmer.

To see the work click here.

More press coverage:

"Global Comedy Festival takes on all other festivals," Marketing Daily, September 21, 2009.

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