1) Embarc dispensaries | ‘Devil’s Lettuce’ (in-house)
There’s so much to love about this campaign, developed by a scrappy in-house marketing team at a growing California-based retailer. It announced itself with an intentionally lo-fi video and sold premium sun-grown flower in retro packaging while developing a Spotify playlist, themed merchandise and educational website. But let’s start with the name—Devil’s Lettuce, an outdated Reefer Madness-era slang term, was gleefully co-opted and used as a springboard for the spooky season promo. The pitch perfect program superserved the chain’s loyalists, rallied its employees, challenged old stereotypes, broke new ad ground and lightened the mood. And its lessons extend beyond the weed business, making it our favorite weed marketing work of the year.
Honorable mentions:
- A lovely film (and Clio Cannabis winner) called “Black Women Are Resting” from artist-activist Calan and producer 69&Sunny, backed by The Hip Hop Self Podcast, Pax, 1906 New Highs and Green Thumb Industries
- A cheeky Formula 1 stunt from Nevada dispensary The Source
- “This is your brain on food,” which cleverly recalled an ’80s anti-drug PSA to promote Postmates
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