As the world goes into quarantine, people are mass-downloading video-streaming app TikTok. While Gen Zers have felt relegated to the sidelines of society’s economic decisions, young content creators are taking to TikTok to poke fun at a Boomer-run system under stress.

Stay at home but go to work. Go outside but don’t go outside. Since lockdown easing began in the UK, much of the nation has been left confused by authorities' inconsistent advice. Aiming to offer some light relief from it all, DRGN is poking fun at the messaging in its OOH campaign.

There’s not been much to joke about in 2020, with a pandemic, protests against inequality, and a tense political atmosphere leaving many people anxious. But humour is a powerful coping mechanism, one that creates moments of collective calm. So, how can brands get people laughing again?

Many brands recognise that evoking laughter is a sure-fire way to get people’s attention – but that’s easier said than done. Canvas8 spoke to Caleb Warren, a marketing professor at the University of Arizona, to learn about the difficulties of using humour in ads and how this impacts brand loyalty.