2019 Winner

Aurora Cannabis

Beer Today. Bong Tomorrow.

Grip Limited

SilverCannabis Strategy

Before Mary Jane was given legal status in Canada, cannabis brand San Rafael ’71 concocted a beer that was sold under its name as a way to build pre-launch name recognition without repercussions. The brand’s parent co. Aurora partnered with Amsterdam Brewery to create the 4:20 Pale Ale and called the brand San Rafael ’71.
Grip Limited’s “Beer Today. Bong Tomorrow.” campaign – which won a Silver in Cannabis Strategy – said everything without saying anything. A radio spot was nothing more than thirty seconds of uncontrollable laughter, while billboards and wild postings reeked of pot overtones, including headlines like “4.20%,” “Grass Fed” and “Enjoy in a glass, bowl, etc.” San Rafael ’71 earned significant PR even though communications were heavily restricted at the time.

Agency: Grip Limited
David Crichton, Creative Director 
Scott Dube, Creative Director 
Anton Ratinsky, Associate Creative Director 
Jeff Collins, Associate Creative Director 
Nathalie Black, Art Director 
Shane Terry, Copywriter
Shannon McCarroll, Copywriter 
Michelle Tafler, Group Account Director
Justine Leetham, Account Director
Joanna Oszczak, Account Manager
Michelle Budge, Designer
Duane Vandermeulen, Audio Engineer 
Jody Wagner, Studio Artist
Doug Hayter, Studio Artist
Kendra Plantt, Print Producer
Steve Errett, Studio Artist
Jayne Heaton, Proofreader

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