A (Lightly Lifted) Christmas Story
Clio Cannabis 2022 Silver Winner
This past December, Cann partnered with America’s national treasure and award-winning actress, Kate Hudson, and NBA legend, Baron Davis, on an integrated holiday marketing campaign that paired cannabis and alcohol together into one festive holiday cocktail.
The campaign was centered around a viral video, A (Lightly Lifted) Christmas Story, in which Hudson and Baron meet at Kate’s home for a holiday party. Their party drink of choice: Cann’s Cranberry Sage social tonic mixed with a shot of Hudson’s King St. Vodka. The two proceed to get “high for the holidays.”
While this video was chaotic, spirited, and likely to elicit a laugh or two, it was more than just a couple of mainstream celebrities getting a little bit high. Rather, it sought to normalize consuming cannabis in social settings — and to generally make it more approachable — by presenting it in a different way than it has often been shown by popular culture in the past. Even more, with cross-promotion across both Kate and Baron’s channels, this message was shared with new, wider audiences, many who might never have thought to “drink” their cannabis before.
This professional campaign titled 'A (Lightly Lifted) Christmas Story' was published in United States in April, 2023. It was created for the brand: Cann, . This Film medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted 5 months ago.