{"id":19219,"date":"2022-06-17T10:02:21","date_gmt":"2022-06-17T13:02:21","guid":{"rendered":"https:\/\/cba-design.com\/latam\/?post_type=projets&#038;p=19219"},"modified":"2025-10-27T16:17:44","modified_gmt":"2025-10-27T19:17:44","slug":"comedy-hack","status":"publish","type":"projets","link":"https:\/\/cba-design.com\/latam\/es\/cases\/comedy-hack\/","title":{"rendered":"Comedy Hack: Porque el humor es vital"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"19219\" class=\"elementor elementor-19219\" data-elementor-post-type=\"projets\">\n\t\t\t\t<div class=\"elementor-element elementor-element-13fe681 e-flex e-con-boxed e-con e-parent\" data-id=\"13fe681\" 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-d34f57b e-con-full e-flex e-con e-child\" data-id=\"d34f57b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-2b136c9 e-con-full e-flex e-con e-child\" data-id=\"2b136c9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-63c283f elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"63c283f\" 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-b32131a elementor-hidden-desktop elementor-widget elementor-widget-image\" data-id=\"b32131a\" 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-6fe0e6c7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6fe0e6c7\" 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-526771e5\" data-id=\"526771e5\" 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-266e92ec elementor-widget elementor-widget-text-editor\" data-id=\"266e92ec\" 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>En otro proyecto de cocreaci\u00f3n con Paramount (ven a darle una mirada al premiado <a href=\"https:\/\/cba-design.com\/latam\/es\/cases\/mtv-music-hack\/\">MTV Music Hack<\/a>), esta vez trabajamos en colaboraci\u00f3n para crear el Comedy Hack.\u00a0 Como dice la sabidur\u00eda popular, re\u00edr es siempre el mejor remedio y, juntos, investigamos y exploramos el universo de la comedia con especialistas y audiencia para comprender y mapear las diferentes posibilidades de humor \u2013 a trav\u00e9s de \u00e9l, ofrecer oportunidades para que las marcas se conecten con el p\u00fablico de una manera m\u00e1s fluida, aut\u00e9ntica y contagiosa.\u00a0<\/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-38aec4c1 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"38aec4c1\" 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-6c69ea8b\" data-id=\"6c69ea8b\" 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-14663899 elementor-widget elementor-widget-image\" data-id=\"14663899\" 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-1c1f5d3e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1c1f5d3e\" 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-7c57d39a\" data-id=\"7c57d39a\" 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-1457eea1 elementor-widget elementor-widget-heading\" data-id=\"1457eea1\" 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\">Un framework para la aplicaci\u00f3n del humor<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-15c34159 elementor-widget elementor-widget-text-editor\" data-id=\"15c34159\" 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>El proceso implic\u00f3 mucho trabajo estrat\u00e9gico y anal\u00edtico.\u00a0 Para establecer las plataformas de actuaci\u00f3n de la comedia, investigamos las diferentes maneras en las que se manifiesta, estudiamos a comediantes y arquetipos, para luego mapear los tipos de humor.\u00a0 As\u00ed, al establecer el rol estrat\u00e9gico del uso del humor en una marca, se hace posible identificar el formato ideal para su actuaci\u00f3n en este universo \u2013 como posicionamiento, pilar o activaci\u00f3n.\u00a0<\/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-72506aa1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"72506aa1\" 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-562353cf\" data-id=\"562353cf\" 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-74692ce6 elementor-widget elementor-widget-text-editor\" data-id=\"74692ce6\" 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>La idea principal es ofrecer oportunidades de uso del humor para la comunicaci\u00f3n de las marcas en Comedy Central, de modo que cada una sea capaz de elegir la mejor manera de utilizar la comedia para su objetivo.\u00a0<\/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-1e5b052e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1e5b052e\" 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-7f76cf23\" data-id=\"7f76cf23\" 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-2b7d7610 elementor-widget elementor-widget-heading\" data-id=\"2b7d7610\" 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\">...si toda marca tiene una \u2018persona\u2019 y a todo el mundo le gusta re\u00edrse, esto significa que cualquier marca puede comunicar utilizando el humor, de telecom a la funeraria.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2c60f48b elementor-absolute elementor-widget elementor-widget-image\" data-id=\"2c60f48b\" 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-15301\" 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-6d07800e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6d07800e\" 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-45e7c2b6\" data-id=\"45e7c2b6\" 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-7c83226 elementor-widget elementor-widget-text-editor\" data-id=\"7c83226\" 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>Y para ayudarlas a encontrar su risa propia, se cre\u00f3 una central telef\u00f3nica 0800.&nbsp; Puedes saber m\u00e1s en esta p\u00e1gina creada por Paramount,&nbsp;<a href=\"https:\/\/conteudo.paramountco.com.br\/comedyhack\" target=\"_blank\" rel=\"noopener\">ven a ver<\/a>.&nbsp;<\/p>\n<p>La comedia, adem\u00e1s de ser una pasi\u00f3n es una especie de antidepresivo natural, tambi\u00e9n puede ser aliada de las marcas para una comunicaci\u00f3n m\u00e1s eficiente y humana. \u00a1Qu\u00e9 delicia de proyecto!<\/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-722e677 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"722e677\" 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-2f52c5c3\" data-id=\"2f52c5c3\" 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-37879401 elementor-widget elementor-widget-image\" data-id=\"37879401\" 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\" sizes=\"(max-width: 1400px) 100vw, 1400px\" 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-125a7b77 elementor-widget elementor-widget-image\" data-id=\"125a7b77\" 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-Img04-1-1400x817.jpg\" class=\"attachment-large size-large wp-image-15467\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/08\/CASECBABG-ComedyHack-Img04-1-1400x817.jpg 1400w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/08\/CASECBABG-ComedyHack-Img04-1-1120x653.jpg 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/08\/CASECBABG-ComedyHack-Img04-1-520x303.jpg 520w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/08\/CASECBABG-ComedyHack-Img04-1-768x448.jpg 768w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2022\/08\/CASECBABG-ComedyHack-Img04-1.jpg 1440w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" 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<\/div>\n\t\t","protected":false},"featured_media":0,"template":"","business_needs":[561],"industry":[1204],"services":[756,762,1072],"project_tags":[],"class_list":["post-19219","projets","type-projets","status-publish","hentry","business_needs-branding","industry-culture-entertainment","services-category-deep-dive","services-brand-guidelines","services-trends-to-brands-advisory"],"acf":[],"lang":"es","translations":{"es":19219,"en":15461,"pt":15272},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets\/19219","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets"}],"about":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/types\/projets"}],"version-history":[{"count":3,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets\/19219\/revisions"}],"predecessor-version":[{"id":26943,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets\/19219\/revisions\/26943"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/media?parent=19219"}],"wp:term":[{"taxonomy":"business_needs","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/business_needs?post=19219"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/industry?post=19219"},{"taxonomy":"services","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/services?post=19219"},{"taxonomy":"project_tags","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/project_tags?post=19219"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}