Situation: People have misconceptions about recreational marijuana consumption, such as the inability to be productive while high, or believing it's the so called "miracle plant".
Approach: Everyone has their vice. Studies continue to show that smoking marijuana has minimal effects on both health and lifestyle when used in moderation, and states that have legalized recreational consumption have received economic success. While the U.S. population is showing more support for marijuana legalization each year with 53% of American's in favor of legalization, nearly 7-in-10 people (69%) believe alcohol is more harmful than marijuana.
Strategy: Harley Garner/Benton Lincoln
Art Direction: José Contreras
Design: Miró Merrill
Copy: Benton Lincoln/Chris Puma