On October 17th, Canada's Cannabis Act (or Bill C-45) passed and recreational marijuana became legal in the country. To celebrate this milestone, Leaf Forward — the North's first marijuana business accelerator, launches a product that references the law directly. In partnership with creative agency Rethink, the company took the 152-paged document and transformed it into rolling papers.
The campaign is hilarious, punny and direct, with a strong affiliation to politics. Canada's Cannabis Act rolling papers are printed with non-toxic ink and distributed in a package with a design that mimics the appearance of official government documents. Through this initiative, Leaf Forward and Rethink are quite literally giving Canadians the chance to "pass the bill."
From a marketing standpoint, the campaign is engaging by way of its unique and socially relevant presentation, as well as incredibly shearable.