WEED WEEK

To celebrate 420, VICELAND, naturally, scheduled a week of their dankest weed shows. The 360 campaign we created had to spotlight weed in the hypest but most compliance-friendly way possible.

So we pulled together pre-watershed promos, put giant spliffs on billboards around London, sent a bifta to space and curated the perfect care package for a stoned TV binging session.

Edible mailer

VICELAND brownie mix provided all the ingredients to create a delicious bake-at-home edible (weed sold separately). On the box, I had some fun with the copy; ‘Serving suggestions’ detailed all the show synopses and ‘Recommended Daily Viewing’ listed the programming schedule for the week, so our stoners knew when to tune in.

PRESS & OOH

stoned | pre-watershed trailer

We couldn't really show any footage due to Ofcom regs. So we just described what was going on instead.

CREDITS:

Creatives: Lydia Raghavan, Christopher Verdicchio & James Ranson
Design: Chelsea White & Jamie Thompson
Copywriting: Lydia Raghavan
Creative Director: Christian Jofre