| Titulo | Consequence Strains |
| Brief | With legalization coming in 2018, Canadians needed to be aware of the dangers of driving under the influence of marijuana.The challenge was that marijuana users don’t see driving high as a problem and ignore traditional messaging, which tells them otherwise.So, we partnered with a licensed producer to create Consequence Strains: three new cannabis strains designed to highlight the consequences of driving high.Each strain showcased a potential risk: being charged with impairment, dealing with the pain of an auto accident injury, or being sentenced to prison for killing another driver or pedestrian.The strains were then introduced to the public through a storefront, documentary, posters, influencer outreach and a website, which included facts and stats.Without spending a single dollar on media, the campaign received coverage on Canada’s largest news organizations, sparking conversation and awareness across the country about the potential dangers and legal implications of drug-impaired driving. |
| Agência | BBDO Canada |
| Campanha | Consequence Strains |
| Anunciante | R.I.D.E Checks |
| Marca | R.I.D.E Checks |
| Posted | Novembro 2018 |
| Sector Empresarial | Cultura, ócio e desporto |
| História | Consequence Strains: three new cannabis strains designed to highlight the consequences of driving high. |
| Tipo de Mídia | Televisão e Cinema |
| Pós produção | Rooster Post Production |
| Chief Creative Officer | Denise Rossetto |
| Chief Creative Officer | Todd Mackie |
| Redator | Matt Hubbard |
| Director assistente criativo | Matt Hubbard |
| Director assistente criativo | Mike Schonberger |
| Director de arte | Mike Schonberger |
| Senior Designer | Mike Nugent |
| VP Planning | Tom Kenny |
| VP, Group Account Director | Rebecca Flaman |
| Group Account Director | Tania Montemarano |
| Supervisor de conta | Deanna Tatham |
| Account Coordinator | Andrea Stranges |
| Project Manager | Jason Dick |
| Project Manager | Melissa Hadley |
| Developer | Alex Ghattas |
| Developer | Peter Etherington |
| Developer | Douglas Glover |
| Data Analyst | Arpan Rai |
| Community Manager | Scott Douglas |
| Produtora | Flare |
| Film Director | Dave Lembke |
| Producer | Dave Lembke |
| Director de fotografia | Angel Navarro |
| Pós produção | Nice Shoes |
| Pós produção | Fort York |
| Editor | Colin Murdock |
| Produtor | Kat Stewart |
| Produtor | Kristen Van Fleet |
| Produtor | Melissa Kahn |
| Mixer | Ted Rosnick |
| Lead Flame Artist | James Marin |
| Retocador digital | Jano Kirijian |
| Mac Artists | Jason Rooney |
| Mac Artists | Matt Eves |
| Gestor de produção | Jennifer Wong |
| Gestor de produção | Rosanne Woodley |
| Director de fotografia | Stuart Cameron |
| Director de fotografia | Luke McCutheon |
| Som | Burton Lavery |
| Produtor | Adam Veroni |
| Colorist | Roslyn DiSanto |
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