2019 Winner
Canopy Growth
Hi.
Cossette
GoldBrand new!
SilverDesign
BronzeIntegration
Tweed was a stranger to Canadians prior to the legalization of cannabis. Its ambitious plan was to become a household name, and it did so by simply saying “Hi.”
In it’s race-to-market strategy, the brand looked to help Canadians push past the misconceptions of cannabis to truly understand how it can be a force for good. But first it introduced itself by explaining what Tweed is about and then helping to answer their burning questions.
Tweed worked with Cossette to say “Hi” on April 20 in restaurants, on the streets, and in bars. It also partnered with Live Nation to hook people up with tickets to events. And finally, it kept the conversation going by answering cannabis questions on its site, with the campaign winning a Gold Brand New!, a Silver Design and a Bronze Integration award.
Not only did Tweed address misconceptions, it also encouraged Canadians to be part of a new community and established itself as one of Canada’s largest cannabis brands.
Credits
Agency: Cossette
Global Chief Creative Officer(s): Peter Ignazi, Carlos Moreno
Associate Creative Director/Art Director: Natasha Michalowska
Associate Creative Director/Writer: Cooper Evoy
Art Director: Marissa Mastenbroek
Writer: Todd Cornelius
Senior Designer: Oleg Portnoy
Senior Content Creator: Jeffrey Glos
Account Executive(s): Kimi Dang, Matthew Terry
Account Supervisor: Carleigh Sisson
Account Director: Shane Deen
Group Account Director: Melissa Levenberg
VP, Brand Director: Michelle Perez
VP, Strategy: Sarah Thompson
VP, Strategy: Paul Lawton
SVP, Strategy: Rosie Gentile
Production Manager: Dawn-Marie Mills
Sr. Production Artist: Shireen Kok
Sr. Retoucher: Trevor Gauthier
Production/Editing House: Soda
Executive Producer: Mina Jang
Producer: Lindsay Goeldner
Producer: Scott Ramsden
Editor: Reginald Grey
Animator: Andrew Vucko
Audio House: Grayson Matthews
Music Director: Mark Domitric
Engineer: Brian Bernard
Senior Producer: Sharon Yokoyama
Media Company: Cossette Media
Chief Strategy Officer: Wes Wolsh
Vice President, Digital Solutions: Janice Liu
Senior Digital Manager: Sadie Simon
Media Supervisor: Mandi Koenigsberg
Senior Digital Planner: Andrew Cresswell
Sr. Digital Manager: Paul Frickleton
Senior Platforms Manager: Erum Tayyab
Senior Insights Analyst: Carrie Bisnath
Programmatic Strategist: Howard Shaw
Clients: Canopy Growth
Chief Marketing Officer: David Bigoni
Director of Marketing: Amy Wasserman
Creative Director: Jessica Hay
Senior Brand Manager: Eric Williams
Brand Manager: Nick Skotidas
Brand Manager: Gillian Henry
National Community Engagement Manager: Shega Youngson
Experiential: Behaviour
Public Relations: Citizen
Senior Director: Jessica Goldberg
Senior Account Manager: Erin Banting
Account Manager: Emily Walker
Account Executive: Jessica Hoffeldt
Account Executive: Kate Oyston
Content Agency: Merry Jane