A week long programming stunt dedicated to weed that appeals to all the senses and culminates in our high holy day 4/20. 2017 marked the first ever celebration of all things cannabis on prime time TV with WEED WEEK — resulting in our highest rated week in network history. This is our “Shark Week” - the week where we remind the world that our brand is on the right side of history with our celebration and thoughtful exploration of a watershed cultural movement.
WEED WEEK 2018. NOW WITH MORE WEED.
Weed is everywhere. You can smell it. You can hear it (cough, cough). And if you look hard enough, you can find it. Or sometimes, it finds you. Our strategy for this campaign was celebrating the ubiquity, normalization, and increasing legalization of weed. NOW WITH MORE WEED depicts copious amounts of weed in curious, unexpected places while still being rooted in the real world. NOW WITH MORE WEED is all about dry amusement, visuals that appeal to people who aren’t stoned yet, and lots and lots of weed.
NOW WITH MORE WEED HERO
A Quiz Show (2018)
Get the town high
It started with a straightforward question in a meeting... is it possible to get an entire town high?
Smoke weed with jeff sessions
On-air Border billboard spot
We wanted to showcase just how vastly different weed laws are between neighboring states. These were two billboards we put up between California and Arizona.
Double Decker buses
Several of these buses drove around New York City and Los Angeles for a month as mobile billboards.