WEEDIQUETTE tells personal stories that highlight the issues facing cannabis legislation today. Part coming out stories, part human portraiture, this campaign believes that if we talk about weed we normalize it and if we normalize it we legalize it. Our approach was to be straightforward, speak plainly and humanize the conversation.

The campaign was timed to lead into the September premiere of WEEDIQUETTE Season 2 and build momentum into the 2016 Election in November.

Out of home placements around New York City were hyper-targeted to specific audiences--messages that Stockbrokers Smoke Weed were placed around Wall Street and Tourists Smoke Weed signs appeared around Times Square.

Los Angeles out of home was targeted in anticipation of California’s ballot initiative to legalize recreational marijuana.

The programmatic digital campaign followed the same occupation-specific targeting, while a dedicated buy on The New York Times surround their political and health coverage with our banners leading into the election.

On air, spots rolled out leading up to and through Season 2 of Weediquette, with distribution cross channel and across the VICE digital network.

All social conversation was aggregated under the #ismokeweed hashtag.

As a result of the campaign, ratings for WEEDIQUETTE S2 increased by 30% on average. The conversation generated over 38MM social mentions for #ismokeweed. Over 100,000 visitors came to ismokeweed.com and over 10,000 “coming out” stories were shared.

The most encouraging results came during the 2016 election that followed the campaign. Nine states had popular referenda on the ballot that would legalize marijuana in some form and eight of those passed, including California’s landmark Proposition 64, decriminalizing recreational marijuana across the state and shifting the pot paradigm in America.