Title | Consequence Strains |
Brief | With legalization coming in 2018, Canadians needed to be aware of the dangers of driving under the influence of marijuana.The challenge was that marijuana users don’t see driving high as a problem and ignore traditional messaging, which tells them otherwise.So, we partnered with a licensed producer to create Consequence Strains: three new cannabis strains designed to highlight the consequences of driving high.Each strain showcased a potential risk: being charged with impairment, dealing with the pain of an auto accident injury, or being sentenced to prison for killing another driver or pedestrian.The strains were then introduced to the public through a storefront, documentary, posters, influencer outreach and a website, which included facts and stats.Without spending a single dollar on media, the campaign received coverage on Canada’s largest news organizations, sparking conversation and awareness across the country about the potential dangers and legal implications of drug-impaired driving. |
Agency | BBDO Canada |
Campaign | Consequence Strains |
Advertiser | R.I.D.E Checks |
Brand | R.I.D.E Checks |
Posted | November 2018 |
Business Sector | Culture, Leisure & Sport |
Story | Consequence Strains: three new cannabis strains designed to highlight the consequences of driving high. |
Media Type | Television & Cinema |
Post Production | Rooster Post Production |
Chief Creative Officer | Denise Rossetto |
Chief Creative Officer | Todd Mackie |
Copywriter | Matt Hubbard |
Associate Creative Director | Matt Hubbard |
Associate Creative Director | Mike Schonberger |
Art Director | Mike Schonberger |
Senior Designer | Mike Nugent |
VP Planning | Tom Kenny |
VP, Group Account Director | Rebecca Flaman |
Group Account Director | Tania Montemarano |
Account Supervisor | Deanna Tatham |
Account Coordinator | Andrea Stranges |
Project Manager | Jason Dick |
Project Manager | Melissa Hadley |
Developer | Alex Ghattas |
Developer | Peter Etherington |
Developer | Douglas Glover |
Data Analyst | Arpan Rai |
Community Manager | Scott Douglas |
Production Company | Flare |
Film Director | Dave Lembke |
Production Company Producer | Dave Lembke |
Director of Photography (DOP) | Angel Navarro |
Post Production | Nice Shoes |
Post Production | Fort York |
Editor | Colin Murdock |
Producer | Kat Stewart |
Producer | Kristen Van Fleet |
Producer | Melissa Kahn |
Mixer | Ted Rosnick |
Lead Flame Artist | James Marin |
Retoucher | Jano Kirijian |
Mac Artists | Jason Rooney |
Mac Artists | Matt Eves |
Print Production Manager | Jennifer Wong |
Print Production Manager | Rosanne Woodley |
Director of Photography (DOP) | Stuart Cameron |
Director of Photography (DOP) | Luke McCutheon |
Sound | Burton Lavery |
Producer | Adam Veroni |
Colorist | Roslyn DiSanto |