This Canadian Campaign Concocted Cannabis Strains to Highlight the Dangers of Driving High

Project by Ride Checks Comes as Country Prepares to Legalize Recreational Use

By Alexandra Jardine. Published on Nov 29, 2017

Editor's Pick

With Canada set to become just the second country to legalize recreational marijuana use in July 2018, Canadian anti drug-driving campaign Ride Checks has created its own marijuana strains to warn of the consequences of driving high.

The project, by BBDO Toronto, is inspired by the insight that, among current strains of marijuana, whimsical names like "Laughing Grass" and "Candy Cane Brain" fail to convey the potentially life-changing consequences of smoking and driving.

The agency collaborated with Beleave, a licensed producer of medical cannabis, to create three new cannabis strains: "Kourtoom Krush" "White Whiplash" and "Slammer Time." Each strain, promoted via an online documentary and influencer outreach, features a product description outlining the possible consequences of driving high. The associated materials drive viewers to a dedicated website,, which outlines the consequences of being caught driving high and includes victim testimonials and statistics.

"The strains are a way to break through to our audience --young Canadians--because they don't typically view driving high as a problem," says Denise Rossetto, Chief Creative Officer, BBDO Toronto. "By creating this campaign we hope to educate and remind cannabis users that all strains of marijuana carry the dire consequences of driving high."

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Nov 29, 2017
BBDO Toronto
Chief Creative Officer:
Denise Rossetto
Ride Checks
Chief Creative Officer:
Todd Mackie
Associate Creative Director:
Matt Hubbard
Matt Hubbard
Associate Creative Director:
Mike Schonberger
Art Director:
Mike Schonberger
Senior Designer:
Mike Nugent
VP, Group Account Director:
Rebecca Flaman
Account Director:
Tania Montemarano
Account Supervisor:
Deanna Tatham
Andrea Stranges
Project Manager:
Jason Dick
Project Manager:
Melissa Hadley
Alex Ghattas
Douglas Glover
Peter Etherington
Quality Assurance:
Della Lytle
Analytics Lead:
Arpan Rai
Community Manager:
Scott Douglas
Production Company:
Executive Producer:
Dave Lembke
Dave Lembke
Lead Director of Photography:
Stuart Cameron
Director of Photography:
Angel Navarro III
Director of Photography:
Luke McCutheon
Sound Director:
Burton Lavery
Rooster Post Production
Colin Murdock
Adam Veroni
Executive Producer:
Melissa Kahn
Nice Shoes
Roslyn DiSanto
Executive Producer:
Kristen Van Fleet
Sound Director:
Vapor RMW
Ted Rosnick
Kat Stewart
Fort York VFX
Lead Flame Artist:
James Marin

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