Not just a brand, but instructions for fun.

Cannabis is federally legal in Canada. One of the biggest category players had a brand name, but they didn’t have a brand. So we gave them one, and people are LOVING it, despite regulations against showing any people in the advertising. Our target, relative newbies to cannabis, are concerned about fitting into the crowd. We discovered that this hid a latent desire for intimacy: they’d been swimming in shallow social waters and were ready to build tighter friendships. So we built a brand that celebrated the kind of unfiltered fun that can only happen between friends, especially when cannabis is involved. The aesthetic is poppy, positive and fashion-forward. The tagline is ridiculously simple, with usage instructions baked right in.