RETHINK CANNABIS

With medical cannabis being arguably unknown and stigmatized, a print campaign was kicked off to attract a new audience: the discerning, higher-end consumers of South Florida. After photography and design were completed, the ad was published in Ocean Drive magazine with the aim to have readers re-evaluate their perception of cannabis and how it could be a part of their social (or private) lives. The campaign proved to be a great success and was later developed into additional formats such as printed posters and digital.