Marijuana becomes legal in Canada as of October 17th and this cannabis legalization campaign cleverly "bypasses strict government restrictions around [...] marketing." The surreal video is aesthetically pleasing and provides Canadians with suggestions of how to make the most of the highly anticipated date.
The cannabis legalization campaign is completed by Toronto-based Common Good and Tokyo Smoke's in-house creative team. The video runs for 60 seconds and is comprised of surreal and personable vignettes that give ideas of possible recreational uses of marijuana. In order to avoid censorship and penalties, the creatives cleverly express the date as a dollar amount ($10.17) and as a time (10:17). Moreover, the cannabis legalization campaign represents actions like 'smoking bowls,' 'hotboxing' and 'sparking one' with imaginative visuals that definitely have expressive and artistic merit.
Photo Credits: Luis Mora