⇝ Advocacy Campaign
⇝ Cannabis Media Council
⇝ Art Direction & Design
The war on drugs created significant and dangerous stigma around cannabis and that still lives on in the minds of american consumers.
For this campaign, we set our sights on Baby Boomers, who after decades of anti-cannabis propaganda were still apprehensive about engaging with the newly legalized marketplace. We wanted them to rethink what a cannabis consumer looks like.
This campaign aims to normalize cannabis consumption for adults while demonstrating the power of mainstream media to uplift an industry that has been mischaracterized in the media for more than 50 years.
I'm High Right Now—a campaign that's loud and proud about weed.
We co-opted common misconceptions about cannabis and turned them on their heads with provocative narratives that debunked 🧐 outdated falsehoods.
Using aesthetics reminiscent of the '60s and collaborating with award-winning photographer John Keatley, we blended nostalgia with modern-day representations of Baby Boomers.
Holding a mirror up to their peers, we let them know that they can proudly proclaim that they're "high right now" and that cannabis' effects can be life-changing, even when they're not visible to others. ✨
Creative Director | Amanda Wood
Art Direction & Design | Jennifer Dunaj
Copywriting | Leah Whitney, Jill Krajewski
Producer | Brit Brown
Photgraphy | John Keatley
Client | Joyce Cenalli, Lulu Tsui, Amy Deneson, Allison Disney