July 1 didn’t just mark Canada’s 150th birthday — it also was the one-year mark until the nationwide legalization of cannabis. Smoking accessory retailer Prohibition took the opportunity to have fun with the milestone, by placing an interactive billboard in the nation’s capital that detected nearby marijuana smoke.
Experiential advertisement created by Bleublancrouge, Canada for Prohibition, within the category: Tobacco.
Partner, Executive Creative Director: Jonathan Rouxel
Creative Director: Marie-Eve Best
Art Director / Photographer: Romain Joveneau
Copywriter: Mourad Bouaziz
Graphic Designer: Agathe Morin
Creative Technologist: Alexandre Bourdon
Motion Designer: Richard Yergeau