The Flowr Corporation, one of Canada’s leading cannabis producers, has launched a new campaign that aims to start a nationwide conversation around the stigmas still associated with cannabis use.
‘Nothing to Hide’, the brand’s latest above-the-line campaign aims to bring cannabis use out of the shadows and into the everyday lives of its users, encouraging them to shed the negative connotations associated with cannabis consumption. The campaign aims to prompt users of the brand to change their pre-legalization behaviors of concealing the product and instead engage in open and honest conversations. Playing with the idea of the hiding place, the campaign encourages users to display their Flowr products with pride. Reinforcing the brand’s belief that when grown consistently, and used responsibly, cannabis can balance and enhance our lives.
Created by Flowr’s agency of record, Zerotrillion, the campaign aims to reduce the social stigma associated with cannabis use. Shot in multiple locations around Toronto, the film and accompanying assets show Flowr’s dried flower encased in the striking cobalt blue glass packaging, on proud display around the home*. The 45-second spot is sound-tracked by the 1974, Millie Jackson song, I’m Tired of Hiding, perfectly complimenting the sentiment of the campaign. In a sea of brands that treat cannabis and cannabis users as one-dimensional, Flowr aims to acknowledge cannabis culture as a part of a user's life; something to be embraced and discussed.
The campaign follows the launch of the brand’s new glass packaging, which debuted earlier this year and was designed to be displayed. The glass jar, which can be identified by the striking cobalt blue of the Flowr brand is also scientifically proven to preserve the product and maintain premium consistency from the factory to smoke.
Nicole Wolff, Brand Director at Flowr said: “As far as we have come as an industry, there is no avoiding the fact that cannabis and the use of cannabis still have some negative associations. At Flowr, we believe that cannabis, when used appropriately and grown consistently, can be used as a tool to enhance aspects of your life - and there is no shame in that. With this campaign, we wanted to highlight the new glass packaging, but also remind people that true quality never hides.”
Alex Paquin, CEO of Zerotrillion, added: “This campaign was a great opportunity to build on the work we have done for Flowr over the last two years. We wanted to celebrate the benefits of the brand and show how they can fit into a user's life.”
Integrated advertisement created by Zerotrillion, Canada for Flowr, within the category: Tobacco.