Humour Business is an exhibition that looks at humour not just as something funny, but as a real tool in business that connects people and makes money. It explores how comics, ads, products, and services have used humour through the years, and brings you behind the scenes of the people who craft laughter with intention and skill. Created by TCDC, the exhibition encourages Thais, who naturally have a good sense of humour, to see new possibilities in turning that energy into creative ideas, careers, or even businesses. The key visual says it clearly. Humour isn’t just for fun. It sells.
About B
Humour plays with our expectations. It takes something ordinary and twists it just enough to make us see it in a new way. The Key Visual (B-cut) for Humour Business does exactly that. At first glance, it looks like a typical office scene, but there's something slightly off. That subtle shift is what triggers the brain to reprocess what’s familiar and, sometimes, laugh. It’s a visual cue that mirrors how humour works — breaking the norm to reveal a new truth.
About A
We leaned into the keywords "Humour" and "Business" but put more weight on "Business." The exhibition is packed with serious content, so setting up laughs from the start felt like the wrong move. Like saying “I’ve got a funny story” — it raises expectations and often kills the joke. Instead, we styled the visual like a classic business magazine cover: sharp, successful, and straight-faced, with just a small twist of humour tucked inside to let the message land with a smile.
It’s smart, fun, and full of little surprises, but maybe not loud enough to get noticed!!!
While many people liked Version B for its playful hidden details, the client was concerned that those small touches might get overlooked. In a fast-paced world where not everyone takes the time to look closer, the subtle humour tucked into the image could easily be missed. So they decided to go with Version A instead. It's more direct, more eye-catching, and feels fresh at first glance. It gets the message across quicker, even if it means losing some of the quiet, clever moments that Version B was quietly waiting to reveal.
