⇝ GTM Campaign
⇝ Art Direction
Navigating the world of cannabis can be overwhelming. In a newly legalized canadian market, consumers were often relying on sources that, despite being well-intentioned, aren't necessarily well-informed.
Tweed wanted to position itself in an approachable (yet aspirational) way that helped to educate, while showcasing how its variety of products help make it easy to customize your experience.
Playing off its name, this campaign borrowed inspiration from fashion imagery and paired it with playful messaging that connects back to the idea that Tweed cannabis is tailored for them.
The campaign was product-focused and it aimed to show Tweed's full portfolio across a variety of formats (drinks, vapes, chocolates, flower and pre-rolls).
It pushed the boundaries of compliance at the time, as it included a human element, which was something that we achieved through careful composition and tight cropping.
Tweed has retail stores all over Canada and prides itself on being an accessible, friendly space for all types of cannabis consumers —first-timers all the way to heavy users. We designed the store experience to be simple, educational, and fun.
In collaboration with partners on the Retail and Store Design teams, we created way-finding, education hubs, product launches, seasonal marketing initiatives, sales kits, processes, signage templates and overall layout and experiences to support the continued growing base of stores.
Creative Direction | Joanne Gallop, Jessica Hay
Art Direction | Jennifer Dunaj, Matthew Robin
Copywriting | Adam Lalama
Graphic Design | Nadim Zakkour, Tanya Cull
|Illustrations | Chelle Lorenze, Alexandra Ekstrom
Brand Marketing | Eric Williams, John Myhal, Marta Juszcza
Project Management | Einika Colborn, Tracey Godin
Production | Craig McCallion, Yvonne Hercun
Photo Agency | L'Éloi
Photography | Mathieu Fortin
Stylist | Fred Gauthier
HMU | Tamara Dilullo
Set Stylist | Evelyn Morin
Models | Marcie-Ann St-Louis, Ulysse Rwasamanzi, Viviane Nguyen, Arnaud, Tahir Abbas
Retail Marketing | Leah Thiel, LaVern Morris, Josee Wilson, Holly Bennett
VM | Simon Mayhew, Micheal Caponcini, Shira Wosnick
Store Design | Karen Dobrowolski
Video | I/O