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