The Ontario Cannabis Store (OCS) in Ontario, Canada, is responsible for the wholesale distribution of legal recreational cannabis to authorized licensed retailers. One of its responsibilities is to encourage purchasing from legal sources and while significant gains were made over the past year, there remained a set of stubborn, 19-34 yr. old’s who, despite being aware of the benefits of a safe, convenient, legal source still chose untested, questionable grey market cannabis.
Our objective was to challenge this stubbornness by advocating for the benefits of legal cannabis and motivating the switch.
The challenge is that Cannabis marketing restrictions prohibit portraying consequences of bad quality cannabis, associating it with aspirational lifestyles, and limit campaigns to platform-restricted, age-gated 19+ media. The grey market’s appeal is rooted in a time when it was the only market, and uncertainty was the name of the game. Today, the presence of easily accessible, safe cannabis negates the need to play that game. Once the user realizes that the grey market’s shady allure is just cliched nostalgia, its appeal withers.
This professional campaign titled 'Mystery Solved' was published in Canada in October, 2023. It was created for the brand: The Ontario Cannabis Store, by ad agency: Cleansheet. This Integrated medium campaign is related to the Cannabis industry and contains 3 media assets. It was submitted 4 months ago.