Making learning about cannabis something worth bragging about.
TL;DR We wanted to revamp how cannabis brands were talking about category education, so we decided to talk about cannabis strains by dropping a limited edition set of strain-inspired vinyl LP’s.
When Seth Rogen and Evan Goldberg wanted to launch their cannabis company Houseplant, we knew they were up against everybody and their cousin in this new and heavily cluttered category in Canada.
To talk about Houseplant though, we first had to address the fact that most people weren't even aware there were different cannabis strains, each with a distinct effect. We decided to talk about when to enjoy Sativa, Hybrid and Indica strains by first talking about the best mood to enjoy them in. And knowing that music always played an important part of most "high" sessions before legalization, we realized that to talk about cannabis we could talk about the best music to pair it with.
Inspired by drop-culture and the creation of retail lifestyle brands, we dropped a super limited edition set of vinyl records — each record featuring music associated with the respective strain, and indirectly communicating the intended mood-state (and giving trend-hunters something to brag about "copping").
Role: Strategist (Insight Development, Creative Briefing, Communications Planning)