CMC - I'm High Right Now

I'm High Right Now.

CLIENT
Cannabis Media Council

PROJECT TYPE
Integrated campaign

GET
Fence-sitting, cannabis-weary Boomers

TO
Try cannabis [again] for the first time

BY
Demonstrating how provocatively normal cannabis is

To really land with boomers, we used visuals and language that they’d have encountered around the time they either tried, or were dissuaded from, trying grass. This campaign took us on each character’s journey as they changed their minds about the evils of cannabis. And to ensure the creative resonated with present-day boomers, we used models in their 60s living their best lives thanks to a bit of herb.