2019 Winner

Canopy Growth - Tweed



BronzeCannabis Strategy

The “Hi.” campaign, created by Cossette and which won a Bronze in Cannabis Strategy, aimed to familiarize Canadians with weed strains and its benefits prior to legalization. Most felt a little in the dark (and nervous) around the subject, and so Tweed offered answers on a dedicated website, which was promoted via restaurants and bars, OOH, in online videos, as well as mobile ads. Not only did the integrated campaign promote the digital hub for questions and answers, it also introduced the brand to people with a clever double entendre: “Hi.”

The goal was to establish Tweed as a trusted and credible brand in the category. And in the 200 days leading up to legalization, it generated over 700 million media impressions, while getting 34,000 people to sign up to receive communications from the brand as their go-to source for cannabis news.

Agency: Cossette
Associate Creative Director/AD: Natasha Michalowska
Associate Creative Director/Writer: Cooper Evoy
Sr. Designer: Oleg Portnoy
Sr. Content Creator: Jeffrey Glos
Account Executive: Kimi Dang
VP, Strategy: Sarah Thompson
Production Manager: Dawn-Marie Mills
Sr. Production Artist: Shireen Kok
Sr. Retoucher: Trevor Gauthier
Production/Editing House: Soda
Audio House: Grayson Matthews
Media Agency: Cossette Media
Chief Strategy Officer: Wes Wolsh
VP, Digital Solutions: Janice Liu
Sr. Digital Manager: Sadie Simon
Media Supervisor: Mandi Koenigsberg
Sr. Digital Planner: Andrew Cresswell
Sr. Digital Manager: Paul Frickleton
Sr. Platforms Manager: Erum Tayyab
Sr. Insights Analyst: Carrie Bisnath
Programmatic Strategist: Howard Shaw
PR Agency: Citizen Relations
Sr. Director: Jessica Goldberg
Sr. Account Manager: Erin Banting
Account Manager: Emily Walker
Account Executive(s): Jessica Hoffeldt, Kate Oyston
Experiential Agency: Behaviour
CEO: Scotty O’Hara
President: Greg Kerr
Head of Planning: Tim Foran
Sr. Planner: Sara Ross
Executive Creative Director: Ben Pobjoy
Creative Director: Patrick Weir
Sr. Designer: Dennis Chow
Group Account Director: Kyle Guttormson
Account Director: Andrew Ferri
Account Supervisor: Tidiane Bah
Account Manager(s): Jade Solacito, Jon Jones, Johnny Wu
Account Coordinator(s): Diana Carter, Janine Lubey, Luiza Leal
Group Account Director: Matt Binnington
Project Manager(s): Christine Herron, Saurabh Suri
Tour Manager: Chris Lacey
Content Agency: Merry Jane
Chief Creative Officer: Ted Chung
VP of Corporate Communications: Jim Baudino
Account Director: Sara Weinberg
Creative Director: Dylan Brown
Client: Canopy Growth Corporation
Chief Marketing Officer: David Bigioni
Director of Marketing: Amy Wasserman
Creative Director: Jessica Hay
Sr. Brand Manager: Eric Williams
Brand Manager(s): Nick Skotidas, Gillian Henry
National Community Engagement Manager: Shega Youngson

Need help? Contact Clare O'Brien at 1-416-408-2300 x307 or cobrien@brunico.com.