Take the Mic took place in 2010 and culminated in a week-long series of stand-up comedy shows at the Edinburgh Festival. DADA come up with the concept, married up the partners and sponsors, undertook the PR and marketing as well as the design and digital. The result was the biggest prize in UK comedy, hundreds of entrants vying for the spotlight, two major brand sponsors (the Scottish Sun and Caledonian Breweries) and a sell-out final.