For its presence at 2016’s Republican National Convention in Cleveland, Comedy Central engaged Sub Rosa to concept and activate a political carnival like no other. The Daily Show Convention Sideshow came to life through an unexpectedly engaging experience that captivated attendees, media outlets, and Daily Show fans alike.
Sub Rosa worked with the team at Comedy Central to position the network as the premiere source for political satire, told through the signature Daily Show style. Comedy Central sought an experience that would utilize the Republican National Convention as an opportunity to increase engagement with 18-34-year-olds by tapping into new technology and unique experiential approaches.
Sub Rosa saw the project as an opportunity to generate buzz and provide a bigger presence on the ground at the conventions through a one-of-a-kind, technology-driven experience. This thematic concept inspired vibrant, retro design cues utilizing typographically-led, richly textured, and bold visuals typically found at vintage state fairs, carnivals, and circuses; adapting and juxtaposing nicely against the contemporary visual perspective of The Daily Show.
Sub Rosa developed six key attractions for the project:
The Convention Sideshow turned the 2016 presidential election’s most cringeworthy references into interactive fun and games for all ages and party leanings. Whether mocking Hillary’s antics or Donald’s blunders, the activation was an equal opportunity offender in its send-ups of key election cycle personalities. The activation hosted hundreds of attendees and saw earned media coverage in The New York Times, The Washington Post, Politico, Mic, Refinery29, Deadline, A/V Club, Elite Daily, among others.