Red Nose Day. Doorbell Comedy Club.
To mark Comic Relief’s 40th anniversary, we set out to turn national awareness into joyful, action-led engagement. we created a campaign that brought comedy back to the doorstep, transforming the classic knock-knock joke into a tool for good. Our idea was to turn every Ring doorbell into a stage.
Knock Knock
We launched with a hero film starring Guz Khan, training an Amazon delivery driver in the fine art of knock-knock jokes, captured entirely through Ring footage.
The content lived on Fire TV and Amazon.co.uk alongside UGC shoutouts, Alexa activations, and shoppable Red Nose merch, making it easy for customers to laugh, share, and give. For those who couldn’t donate, we invited them to join in by spreading joy, recreating jokes at their own doors and sharing them across social, amplified by Amazon and Comic Relief.
The world of the campaign extended offline too. We brought a branded comedy door to Amazon Fresh stores and LHR16 HQ, sparking even more content creation. Alexa learned to joke with help from comedian Catherine Bohart. And for the first time in the EU, we rolled out branded Amazon delivery boxes, 250,000 of them, turning doorsteps into comedy touchpoints across the country.