Melbourne International Comedy Festival says ‘It’s time for a laugh’ in new campaign via Gen C


To launch its 2021 event, Melbourne International Comedy Festival has teamed up with creative content studio Gen C to deliver a TV and social campaign featuring comedians Ben Russell, Lucy Fox, Frank Woodley, Andy Saunders, Claire Hooper, Dave Hughes and Nazeem Hussain.


With Australians suffering from negative news fatigue, the campaign aims to light-heartedly shine a light on the need for a bit of comedy in a world of constant bad news.

Gen C and Melbourne International Comedy Festival have a longstanding relationship bringing Aussies quick witted and quirky content to celebrate the biggest and best comedy festival in Australia since 2015.

Alongside thousands of events across the arts and culture sector, in the face of an escalating COVID-19 pandemic, the 2020 Festival was cancelled just 13 days before opening night.

Says Damien Hodgkinson, executive director for Melbourne International Comedy Festival: “We’re obviously thrilled that the Melbourne International Comedy Festival can return in 2021 and are very proud to be bringing some joy back to a city that well and truly needs a laugh! This campaign perfectly represents how much Melbourne, and beyond, are ready for some much-needed laughs.”

Says Jack White, managing director of Gen C: “After 2020, it’s so nice to see Melbourne International Comedy Festival come back to life in Melbourne, it’s the comedic break we all need after so much of last year was spent in lockdown. So our approach was simple, we wanted to remind the nation to take a break from the negative news cycle and enjoy some comedy.

“We love working with the Festival and anytime we do it’s a real passion project. The Festival is such an integral part of the Melbourne events calendar and we are so thankful to be an ongoing partner.”

The campaign has launched across TV and social media and will run throughout the Melbourne International Comedy Festival, until 18 April 2021.

For tickets and more info on the full Festival’s program head to

Brand: Melbourne International Comedy Festival
Festival Director / CEO: Susan Provan AO
Executive Director: Damien Hodgkinson
Deputy Festival Director: Claire Hammond
Marketing & Partnership Director: Denise Damianos
Social Media & Digital Content Coordinator: Nick Robertson
Artist Casting: Claire Hammond

Creative and Production: Gen C Group
Managing Director: Jack White 
Operations Director: Nicholas Cox 
Client Director: Britt Lippett
Creative Director: Jarrod Lowe
Art Director/ Design: Alex Crampton 
Senior Producer: Stephanie Leddin
Producer: Alexandra George
Account Director: Stephanie Caldwell
Director: Julian Lucas 
1st AD: Giordi Caputo
DOP: Max Walter 
1st AC: Lucas Brown
Art Director & Wardrobe: Sophie Hayward 
Art Assist.: Rennie Watson
Gaffer/ Grip: James Thompson
Best Person: Lawrence McCrabb
H&MU: Lou Griffin
Sound Operator: Jake Archer
BTS Photographer: Liam Cockshell
Production Runner: Max Speer
Ben Russell
Lucy Fox
Frank Woodley
Andy Saunders 
Claire Hooper
Dave Hughes
Nazeem Hussain

Post-Production: Gen C Group
Offline Editor: Chris Axiaq
Online Editor: Tom Mannion
Senior Producer: Steph Leddin 
Producer: Alexandra George
Sound Design & Mixing: Bang Bang Studios 
Colourist: Julien Chichignoud