Context & Challenges
LOL, “last one laughing” is a reality show that mixes improvisation with joke battles. The participant who manages to hold their laughter the longest, inside an arena full of comedians, wins the final prize. The creation of the new brand, language, and expressions for LOL Brasil was developed from the main insight of the humor reality show, considering its launch in Brazil both on and off the streaming platform, with inputs that could also guide the communication work.
We designed a brand that, just like the participants, always seems about to explode. The inflatable and innocent character inhabits a dangerous universe of exclusive illustrations with sharp and acidic elements typical of Brazilian culture and humor: baiacus, pineapple, broken bottle, barbed wire, and barbecue skewers. Photography interacts with illustrations that translate each participant’s personality and humor. LOL’s graphic universe brings humor and irreverence to all language elements, which interact with each other just like the participants in the reality show. The tension of the explosion mirrors the game in a playful and lighthearted way.
