FHM Stand-Up Hero 2009

Client: FHM/ITV4
Agency: none involved
Platforms: TV (ITV4) + online (FHM.com) + syndication

• 1 x 60' TV documentary + 56 x 2'00" online videos
• Client wanted to emphasise FHM's 'funny' brand value
• We organised a nationwide search to find the UK's best unsigned stand-up comedian
• We negotiated a JV with Jongleurs to stage 140 nationwide heats in 15 clubs, with 4 regional finals each featuring 32 comics, resulting in a televised final hosted by Ed Byrne in front of a live audience
• Secured a fully-funded commission from ITV4 to create a one-hour documentary centred on the event, to be called 'FHM Stand-Up Hero'
• Set up a Signal co-production with Steve Coogan and Henry Normal's production company Baby Cow
• All content shot 360 to create a series of online how-to-be-funny videos featuring big name comedians and syndicated widely across the web