2020 Winner

CASE SUMMARY

Goals and Challenges
The legalization of cannabis brought with it a host of questions – many of which involved the legality and implications of driving high. Tweed saw this as an opportunity to become the category leader by promoting informed and responsible cannabis consumption in a way that was credible and relevant to the cannabis consumer, while positioning Tweed as a purpose-led, mass cannabis brand in Canada.

Insights and Strategy
The existing user audience doesn’t associate “being high” with being impaired, or equate being high with the impairing effects of alcohol. In addition, they are quick to ignore or ridicule brands that opted for finger waving, fear mongering or responsible-use communications. Engaging with this audience would require a creative solution that didn’t further reinforce misconceptions and stigmatization, but instead embraced their existing behaviours and beliefs while subverting their apathy with a friendly, helpful and culturally relevant message.

To encourage consumers to leave their car keys wherever it is they left them... the brand gave them 101 quirky and interesting things other than driving to do while high. The idea was to ensure that each execution was something the consumer could literally engage with as a better alternative to driving high. It’s a down-to-earth, non-judgemental approach to prevent cannabis-impaired driving, one that didn’t preach but engaged by adding value to consumers’ consumption occasions, intercepting them in the moments that mattered... like when they were actually high.

Execution
Tweed partnered with MADD and Uber to speak to as many Canadians as possible without age-gating, and to ensure that the message about an accessible and affordable transportation alternative was highlighted. Then it created a multi-channel content ecosystem that invited consumers to participate with 101 ideas across social, digital, radio, TSAs, OOH, murals and street level activations: Why not pop a bubble-wrapped bus shelter, or count all the buttons piled into a bus stop TSA? Staring at your phone? Try to hypnotize yourself. Or decipher the mating calls of North Atlantic seals.

To make the decision even easier, on October 17th the brand provided a free Uber ride wherever they wanted to go, for those who wanted to support the cause. It placed a massive Uber button at King and Spadina so people could order their very own Uber (the first time ever Uber discounts were included in OOH advertising).

Results
The brand increased aided awareness by +3 points, and first choice consideration rose by +9 points. 93% of Canadians now say that they understand the dangers of driving high. Major organizations including the CAA have adopted #DontDriveHigh as their campaign hashtag. And with partner Uber, Tweed saw over 10,000 discount codes redeemed, effectively removing over 10,000 potentially high drivers from the roads.

Credits

Title: Tweed x MADD x Uber

Agency: Cossette
Global Chief Creative Officer(s): Peter Ignazi, Carlos Moreno
Associate Creative Director/AD: Natasha Michalowska
Associate Creative Director/CW: Cooper Evoy
Designer: Max Hosseinian
Mural Artist: Tessar Lo
Account Executive: Kimi Dang
VP, Strategy: Paul Lawton
SVP, Strategy: Rosie Gentile

Production/Editing House: Soda

Audio House: Grayson Matthews

Production House: HeydSaffer

Post Production: Saints Editorial

Post Production: Studio Feather

UX, UI & Development: Apptension

Media Agency: Cossette Media

PR Agency: Citizen Relations

Client: Canopy Growth Corporation (Tweed)
Chief Commercial Officer: David Bigioni
VP Brand Marketing and Innovation: Amy Wasserman
Creative Director: Jessica Hay
Senior Brand Manager: Eric Williams
Brand Manager: Gillian Henry

Client: MADD
Chief Operating Officer: Dawn Regan
CEO: Andrew Murie

Client: Uber
Head of Marketing, Canada: Lindsay Liptok
Senior Marketing Manager, CRM and Content: Erica Edwards
Marketing Manager, Campaigns: Ceili Hubbard
Marketing Manager, Canada: Melanie Boudreau