HEXO - UP Cannabis Relaunch

UP Cannabis relaunch

CLIENT
HEXO

PROJECT TYPE
Integrated campaign

GET
Canadian cannabis enthusiasts who were really annoyed by the cannabis industry's first year of expensive, bad weed

TO
Reconsider UP

BY
Doing the most Canadian thing ever: apologizing

To rebuild broken trust post-legalization, UP took accountability for the shortcomings of the entire cannabis industry. These “colourful” critiques were our springboard to communicate that we’d cleaned things up with more potent products and a quality/freshness guarantee.