Canada’s historic legalization of cannabis saw the birth of a new market and the instant arrival of several marquee brands into the public consciousness. It was a wild west gold rush — companies clamoured to seize market share and the regulations governing cannabis advertising were in constant flux.
This presented a serious challenge to every brand trying to establish a name for themselves. Canada’s largest producer, Aurora Cannabis needed to break through the noise to solidify its image as the biggest name in the industry to satisfy its broad and rapidly growing investor base.
Confidently sidestep the rest of the industry and appeal to mainstream sensibilities with family-friendly content. While other brands gambled with regulators and polarized audiences with risqué tactics, our campaign of surreal nature imagery rose above the chaos to reach a national audience in their most impressionable daily moments: Billboards and posters accompanied urbanites on their regular commute and a pre-roll commercial captivated cinemagoers on big screens across Canada.
Cinema Pre-show Spot
Build-up to Legalization