2019 Winner

Canopy Growth

Tweed x Uber x Madd

Cossette Media

BronzePublic Service - Best Media Insights - Best Disruption

The legalization of cannabis came with strict regulations, and brand marketing in a traditional sense came to a halt. This new environment led Tweed, the flagship brand under Canopy Growth, to partner with Uber and Madd on a cheeky CSR campaign that offered up to 101 things to do instead of driving high. Suggested activities included counting buttons or popping bubble wrap, which were included in media vehicles such as bus shelters, outdoor boards and print publications that drove to DontDriveHigh.ca. The message was supported by a partnership with Uber that offered coupon codes for free rides home, which were redeemed by over 10,000 people. The effort increase brand awareness by 38% percent while keeping high drivers off the road.

Credits
Media Agency: Cossette Media Chief Strategy Officer: Wes Wolch Vice President, Digital Solutions: Janice Liu Group Strategy Director: Sophie Labarre Senior Digital Manager: Sadie Simon Media Supervisor: Mandi Koenigsberg Senior Digital Planner: Andrew Cresswell Sr. Digital Manager: Paul Frickleton Senior Platforms Manager: Erum Tayyab Senior Insights Analyst: Carrie Bisnath Programmatic Strategist: Howard Shaw

Agency: Cossette Global Chief Creative Officer’s: Peter Ignazi and Carlos Moreno Associate Creative Director/AD: Natasha Michalowska Associate Creative Director/CW: Cooper Evoy Designer: Max Hosseinian Account Executive: Kimi Dang VP, Strategy: Paul Lawton

Production/Editing House: Soda Executive Producer: Mina Jang Producer(s): Leah Blake, Scott Ramsden Animation: Andrew Vucko Editors: Mike Colangelo, Andrew Vucko

Audio House: Grayson Matthews

Production House: HeydSaffer Director: Brad Dworkin

Post Production: Saints Editorial Editor: Cam Lasovich Executive Producer: Stephanie Hickman

Post Production: Studio Feather Colour/Online Artist: Julian Van Mil Assistant: Meeka McLean Producer: Sara Windrim

UX, UI & Development: Apptension

PR Agency: Citizen Relations Managing Director, Experiential: Kevin Wagman Senior Account Manager, Experiential: Skylar LeBel Account Executive: Josh Zuckerman

Client: Canopy Growth Corporation Chief Commercial Officer: David Bigioni VP Brand Marketing and Innovation: Amy Wasserman Creative Director: Jessica Hay Senior Brand Manager: Eric Williams Brand Manager: Gillian Henry

Client: MADD Chief Operating Officer: Dawn Regan CEO: Andrew Murie

Client: Uber Head of Marketing, Canada: Lindsay Liptok Senior Marketing Manager, CRM and Content: Erica Edwards Marketing Manager, Campaigns: Ceili Hubbard Marketing Manager, Canada: Melanie Boudreau