R.I.D.E Checks - "Consequence Strains"

BBDO Canada

BBDO Canada Toronto, Canada

Awards

8529

This ad is part of the ACT Responsible Collection

Brand: R.I.D.E Checks
Country: Canada

Advertiser: R.I.D.E Checks

Title	Consequence Strains
Brief	With legalization coming in 2018, Canadians needed to be aware of the dangers of driving under the influence of marijuana.The challenge was that marijuana users don’t see driving high as a problem and ignore traditional messaging, which tells them otherwise.So, we partnered with a licensed producer to create Consequence Strains: three new cannabis strains designed to highlight the consequences of driving high.Each strain showcased a potential risk: being charged with impairment, dealing with the pain of an auto accident injury, or being sentenced to prison for killing another driver or pedestrian.The strains were then introduced to the public through a storefront, documentary, posters, influencer outreach and a website, which included facts and stats.Without spending a single dollar on media, the campaign received coverage on Canada’s largest news organizations, sparking conversation and awareness across the country about the potential dangers and legal implications of drug-impaired driving.
Agency	BBDO Canada
Campaign	Consequence Strains
Advertiser	R.I.D.E Checks
Brand	R.I.D.E Checks
Posted	November 2018
Business Sector	Culture, Leisure & Sport
Story	Consequence Strains: three new cannabis strains designed to highlight the consequences of driving high.
Media Type	Television & Cinema
Post Production	Rooster Post Production
Chief Creative Officer	Denise Rossetto
Chief Creative Officer	Todd Mackie
Copywriter	Matt Hubbard
Associate Creative Director	Matt Hubbard
Associate Creative Director	Mike Schonberger
Art Director	Mike Schonberger
Senior Designer	Mike Nugent
VP Planning	Tom Kenny
VP, Group Account Director	Rebecca Flaman
Group Account Director	Tania Montemarano
Account Supervisor	Deanna Tatham
Account Coordinator	Andrea Stranges
Project Manager	Jason Dick
Project Manager	Melissa Hadley
Developer	Alex Ghattas
Developer	Peter Etherington
Developer	Douglas Glover
Data Analyst	Arpan Rai
Community Manager	Scott Douglas
Production Company	Flare
Film Director	Dave Lembke
Production Company Producer	Dave Lembke
Director of Photography (DOP)	Angel Navarro
Post Production	Nice Shoes
Post Production	Fort York
Editor	Colin Murdock
Producer	Kat Stewart
Producer	Kristen Van Fleet
Producer	Melissa Kahn
Mixer	Ted Rosnick
Lead Flame Artist	James Marin
Retoucher	Jano Kirijian
Mac Artists	Jason Rooney
Mac Artists	Matt Eves
Print Production Manager	Jennifer Wong
Print Production Manager	Rosanne Woodley
Director of Photography (DOP)	Stuart Cameron
Director of Photography (DOP)	Luke McCutheon
Sound	Burton Lavery
Producer	Adam Veroni
Colorist	Roslyn DiSanto