| Título | 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. |
| Agencia | BBDO Canada |
| Campaña | Consequence Strains |
| Anunciante | R.I.D.E Checks |
| Marca | R.I.D.E Checks |
| Posted | Noviembre 2018 |
| Sector Empresarial | Cultura, ocio y deporte |
| Sinopsis | Consequence Strains: three new cannabis strains designed to highlight the consequences of driving high. |
| Medio | Televisión y Cine |
| Postproducción | Rooster Post Production |
| Responsable de la creación | Denise Rossetto |
| Responsable de la creación | Todd Mackie |
| Responsable de conceptos / redactor | Matt Hubbard |
| Director creativo adjunto | Matt Hubbard |
| Director creativo adjunto | Mike Schonberger |
| Director artístico | Mike Schonberger |
| Senior Designer | Mike Nugent |
| VP Planning | Tom Kenny |
| VP, Group Account Director | Rebecca Flaman |
| Group Account Director | Tania Montemarano |
| Jefe de cuentas | Deanna Tatham |
| Account Coordinator | Andrea Stranges |
| Director de proyectos | Jason Dick |
| Director de proyectos | Melissa Hadley |
| Developer | Alex Ghattas |
| Developer | Peter Etherington |
| Developer | Douglas Glover |
| Data Analyst | Arpan Rai |
| Community Manager | Scott Douglas |
| Productora | Flare |
| Film Director | Dave Lembke |
| Productor de la productora | Dave Lembke |
| Director de fotografía | Angel Navarro |
| Postproducción | Nice Shoes |
| Postproducción | Fort York |
| Montador | Colin Murdock |
| Productor | Kat Stewart |
| Productor | Kristen Van Fleet |
| Productor | Melissa Kahn |
| Mixer | Ted Rosnick |
| Lead Flame Artist | James Marin |
| Retocador | Jano Kirijian |
| Mac Artists | Jason Rooney |
| Mac Artists | Matt Eves |
| Jefe de impresión | Jennifer Wong |
| Jefe de impresión | Rosanne Woodley |
| Director de fotografía | Stuart Cameron |
| Director de fotografía | Luke McCutheon |
| Sonido | Burton Lavery |
| Productor | Adam Veroni |
| Colorista | Roslyn DiSanto |
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