LOCATED IN TORONTO, CANADA JFL42 IS A TEN DAY STAND UP COMEDY FESTIVAL THAT FEATURES 42 STAND UP COMICS AND EIGHT ALL STAR HEADLINERS. In the world of stand up comedy, the focus is always on making people laugh, but every great joke needs a setup. I decided to structure the campaign for JFL42 like that of a joke. The setup to the joke is the serious copy, the clean modern typeface, the generic academic and or corporate language. it all gives the impression that the festival has nothing to do with comedy. However, it's the hand drawn illustrations of a bong and middle finger, the graffiti style hand lettering, and the humorous copy that subverts the audiences expectation and makes people laugh. that's the "punchline".