Weed Week

To celebrate 420, VICELAND, naturally, scheduled a week of their dankest weed shows. The 360 campaign we created had to spotlight weed in the hypest but most compliance-friendly way possible.
So we pulled together pre-watershed promos, put giant spliffs on billboards around London, sent a bifta to space and curated the perfect care package for a stoned TV binging session.
Weed Week by Lydia Raghavan
Weed Week by Lydia Raghavan

EDIBLE MAILER

VICELAND brownie mix provided all the ingredients to create a delicious edible (weed sold separately). On the box, I had fun with the copy; The ‘Serving Suggestions’ detailed all the show synopses and the ‘Recommended Daily Viewing’ listed the programming schedule for the week, so our stoners knew when to tune in.
Weed Week by Lydia Raghavan

PRE-WATERSHED TRAILER

We couldn't really show any footage due to Ofcom regs. So we just described what was going on instead.


Companies

  • VICELAND UK logo

    VICELAND UK

    • Television

Skills

Lydia Raghavan
Creative Director
AJ
Senior Marketing Manager