{"id":15272,"date":"2022-06-17T10:00:43","date_gmt":"2022-06-17T13:00:43","guid":{"rendered":"https:\/\/cba-design.com\/latam\/?post_type=projets&#038;p=15272"},"modified":"2025-10-27T16:18:06","modified_gmt":"2025-10-27T19:18:06","slug":"comedy-hack","status":"publish","type":"projets","link":"https:\/\/cba-design.com\/latam\/cases\/comedy-hack\/","title":{"rendered":"Comedy Hack: Porque humor \u00e9 vital"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"15272\" class=\"elementor elementor-15272\" data-elementor-post-type=\"projets\">\n\t\t\t\t<div class=\"elementor-element elementor-element-dd8184c e-flex e-con-boxed e-con e-parent\" data-id=\"dd8184c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-a526d33 e-con-full e-flex e-con e-child\" data-id=\"a526d33\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-4bb7d15 e-con-full e-flex e-con e-child\" data-id=\"4bb7d15\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-488645c elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"488645c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1920\" height=\"270\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/06\/01_Medalha_Paramount_Desktop.png\" class=\"attachment-full size-full wp-image-26939\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/06\/01_Medalha_Paramount_Desktop.png 1920w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/06\/01_Medalha_Paramount_Desktop-1120x158.png 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/06\/01_Medalha_Paramount_Desktop-1400x197.png 1400w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/06\/01_Medalha_Paramount_Desktop-520x73.png 520w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/06\/01_Medalha_Paramount_Desktop-768x108.png 768w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/06\/01_Medalha_Paramount_Desktop-1536x216.png 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38cfa76 elementor-hidden-desktop elementor-widget elementor-widget-image\" data-id=\"38cfa76\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"400\" height=\"150\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/06\/01_Medalha_Paramount_Mobile.png\" class=\"attachment-full size-full wp-image-26942\" alt=\"\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2b91664a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2b91664a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-540f6392\" data-id=\"540f6392\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6e6f9858 elementor-widget elementor-widget-text-editor\" data-id=\"6e6f9858\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Em mais um projeto de cocria\u00e7\u00e3o com a Paramount (vem dar uma olhada no premiado\u00a0<a href=\"https:\/\/cba-design.com\/latam\/cases\/mtv-music-hack\/\" target=\"_blank\" rel=\"noopener\">MTV Music Hack<\/a>), desta vez trabalhamos em parceria para criar o Comedy Hack. Como diz a sabedoria popular, rir \u00e9 sempre o melhor rem\u00e9dio e, juntos, pesquisamos e exploramos o universo da com\u00e9dia com especialistas e audi\u00eancia para compreender e mapear as diferentes possibilidades de humor \u2013 e atrav\u00e9s dele, oferecer oportunidades para marcas se conectarem ao seu p\u00fablico de uma maneira mais fluida, aut\u00eantica e contagiante.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4d63360e elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"4d63360e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-bb142d3\" data-id=\"bb142d3\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-449636c3 elementor-widget elementor-widget-image\" data-id=\"449636c3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1120\" height=\"387\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/08\/CBABG-Comedy-Hack-Img01-01-1120x387.jpg\" class=\"attachment-medium size-medium wp-image-15294\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/08\/CBABG-Comedy-Hack-Img01-01-1120x387.jpg 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/08\/CBABG-Comedy-Hack-Img01-01-1400x484.jpg 1400w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/08\/CBABG-Comedy-Hack-Img01-01-520x180.jpg 520w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/08\/CBABG-Comedy-Hack-Img01-01-768x266.jpg 768w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/08\/CBABG-Comedy-Hack-Img01-01.jpg 1440w\" sizes=\"(max-width: 1120px) 100vw, 1120px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2854a57b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2854a57b\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1697a99\" data-id=\"1697a99\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-64d617d elementor-widget elementor-widget-heading\" data-id=\"64d617d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Um framework para aplica\u00e7\u00e3o do humor<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-498c958a elementor-widget elementor-widget-text-editor\" data-id=\"498c958a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>O processo envolveu muito trabalho estrat\u00e9gico e anal\u00edtico. Para se estabelecer as plataformas de atua\u00e7\u00e3o pela com\u00e9dia, pesquisamos as diferentes maneiras como ela se manifesta, estudamos comediantes e arqu\u00e9tipos, para ent\u00e3o mapearmos tipos de humor. Assim, ao estabelecer o papel estrat\u00e9gico do uso do humor em uma marca, torna-se poss\u00edvel identificar o formato ideal para sua atua\u00e7\u00e3o neste universo \u2013 como posicionamento, pilar ou ativa\u00e7\u00e3o.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6c730b9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6c730b9\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c59e7d7\" data-id=\"c59e7d7\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5b80a1e elementor-widget elementor-widget-video\" data-id=\"5b80a1e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;play_on_mobile&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"autoplay\" title=\"Reprodutor de v\u00eddeo vimeo\" src=\"https:\/\/player.vimeo.com\/video\/748963109?autoplay=1&amp;playsinline=1&amp;color&amp;autopause=0&amp;loop=0&amp;muted=0&amp;title=1&amp;portrait=1&amp;byline=1#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-590831d2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"590831d2\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5994e1ce\" data-id=\"5994e1ce\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-19e6efb9 elementor-widget elementor-widget-text-editor\" data-id=\"19e6efb9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A ideia principal \u00e9 oferecer oportunidades de uso do humor para a comunica\u00e7\u00e3o das marcas no canal Comedy Central, de modo que cada uma seja capaz de escolher a melhor maneira de utilizar a com\u00e9dia para seus objetivos.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-29cb235 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"29cb235\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c57fcbe\" data-id=\"c57fcbe\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7c7fe6f elementor-widget elementor-widget-heading\" data-id=\"7c7fe6f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">...se toda marca tem uma \"persona\", e todo mundo gosta de dar risada, isso significa que qualquer marca pode se comunicar utilizando humor, de telecom a funer\u00e1ria.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-783a5eb elementor-absolute elementor-widget elementor-widget-image\" data-id=\"783a5eb\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_position&quot;:&quot;absolute&quot;,&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;motion_fx_translateY_effect&quot;:&quot;yes&quot;,&quot;motion_fx_translateY_speed&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;3.9&quot;,&quot;sizes&quot;:[]},&quot;motion_fx_translateY_affectedRange&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:{&quot;start&quot;:&quot;36&quot;,&quot;end&quot;:&quot;51&quot;}},&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"457\" height=\"361\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/08\/Boca-Link.png\" class=\"attachment-full size-full wp-image-15299\" alt=\"\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8154036 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8154036\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cf0c579\" data-id=\"cf0c579\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c6c4cd1 elementor-widget elementor-widget-text-editor\" data-id=\"c6c4cd1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>E para ajud\u00e1-las a encontrar sua risada pr\u00f3pria, foi criada uma central telef\u00f4nica 0800. D\u00e1 para saber mais nesta p\u00e1gina criada pela Paramount, <a href=\"https:\/\/conteudo.paramountco.com.br\/comedyhack\" target=\"_blank\" rel=\"noopener\">vem ver<\/a>.<\/p><p>A com\u00e9dia, al\u00e9m de ser uma paix\u00e3o e uma esp\u00e9cie de antidepressivo natural, tamb\u00e9m pode ser aliada das marcas para uma comunica\u00e7\u00e3o mais eficiente e humana. Credo, que del\u00edcia (de projeto)!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-21695172 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"21695172\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7ee2b44f\" data-id=\"7ee2b44f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2ed9753 elementor-widget elementor-widget-image\" data-id=\"2ed9753\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"817\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/08\/CASECBABG-ComedyHack-Img03-1-1400x817.jpg\" class=\"attachment-large size-large wp-image-15464\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/08\/CASECBABG-ComedyHack-Img03-1-1400x817.jpg 1400w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/08\/CASECBABG-ComedyHack-Img03-1-1120x653.jpg 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/08\/CASECBABG-ComedyHack-Img03-1-520x303.jpg 520w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/08\/CASECBABG-ComedyHack-Img03-1-768x448.jpg 768w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/08\/CASECBABG-ComedyHack-Img03-1.jpg 1440w\" 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