Creativity

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, ConsequenceStrains.com, 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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About

Credits

Date
Nov 29, 2017
Agency:
BBDO Toronto
Chief Creative Officer:
Denise Rossetto
Client:
Ride Checks
Chief Creative Officer:
Todd Mackie
Associate Creative Director:
Matt Hubbard
Copywriter:
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
Account Coordinator:
Andrea Stranges
Project Manager:
Jason Dick
Project Manager:
Melissa Hadley
Developer:
Alex Ghattas
Developer:
Douglas Glover
Developer:
Peter Etherington
QA:
Della Lytle
Analytics:
Arpan Rai
Community Manager:
Scott Douglas
Production Company:
Flare
Executive Producer:
Dave Lembke
Director:
Dave Lembke
Lead Director of Photography:
Stuart Cameron
Director of Photography:
Angel Navarro III
Director of Photography:
Luke McCutheon
Sound:
Burton Lavery
Offline:
Rooster Post Production
Editor:
Colin Murdock
Producer:
Adam Veroni
Executive Producer:
Melissa Kahn
Color:
Nice Shoes
Colorist:
Roslyn DiSanto
Executive Producer:
Kristen Van Fleet
Sound:
Vapor RMW
Mix:
Ted Rosnick
Producer:
Kat Stewart
Online:
Fort York VFX
Lead Flame Artist:
James Marin

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