2024 Winner
GoldConsumer Marketing
SilverIntegrated Campaign
Stok'd Cannabis
"Next to Stok'd"
Angry Butterfly
"Next to Stok'd"
Angry Butterfly
Stok’d Cannabis faced the challenge of promoting its retail chain in the face of stringent regulations that prohibit most cannabis advertising. The strategy from Angry Butterfly involved leveraging partnerships with neighbouring businesses to indirectly promote Stok’d while still complying with advertising restrictions. The approach was to collaborate with those businesses for, er... joint promotions that subtly referenced Stok’d stores and cannabis benefits without explicitly violating regulations. By using covert callouts and strategic messaging, the campaign aimed to create top-of-mind awareness for Stok’d Cannabis among adults in the area.
This tactic also bypassed strict advertising filters on platforms like Meta, Google and Spotify, as well as those of national OOH companies, allowing Stok’d to reach its audience effectively. The results showed a significant increase in online checkouts (40%), online sales (12%) and in-store sales (8%) within just 30 days. The success of the campaign not only boosted Stok’d Cannabis’ sales but also fostered positive relationships with neighbouring businesses.
This tactic also bypassed strict advertising filters on platforms like Meta, Google and Spotify, as well as those of national OOH companies, allowing Stok’d to reach its audience effectively. The results showed a significant increase in online checkouts (40%), online sales (12%) and in-store sales (8%) within just 30 days. The success of the campaign not only boosted Stok’d Cannabis’ sales but also fostered positive relationships with neighbouring businesses.
Credits
CHIEF EXECUTIVE OFFICER: Brent ChoiCHIEF CREATIVE OFFICER: Erin Kawalecki
CHIEF STRATEGY OFFICER: Graham Candy
VP, CREATIVE DIRECTOR: Bernice Lo
VP, CREATIVE DIRECTOR: Adam Notzl-Keyser
ACD/ART DIRECTOR: Chenice Piercy
ACD/COPYWRITER: Ryan Chiasson
ART DIRECTOR: Emily Fixman
GROUP ACCOUNT DIRECTOR: Mark Khatter
VP, HEAD OF PRODUCTION: Hanna Bratt
PRODUCER: Dennis Soler
MEDIA DIRECTOR: Shubham Vijan
OWNER (Stok’d): Lisa Bigioni
HEAD OF RETAIL (Stok’d): Franceso Caruso
DIRECTOR (Nimble Content): Erica Orofino
EXECUTIVE PRODUCER (Nimble Content): Andrew Lynch
PRODUCER (Nimble Content): Andy McLeod
DIRECTOR OF PHOTOGRAPHY (Nimble Content): Viktor Cahoj
CASTING DIRECTOR (JIGSAW CASTING): Shasta Lutz
EXECUTIVE PRODUCER (RECESS POST): Tanja Harney
PRODUCER (RECESS POST): Anu Chhetry
POST-PRODUCTION ASSISTANT (RECESS POST): Ben Sagar
OFFLINE EDITOR (RECESS POST): Duane VanderMeulen
COLOURIST (RECESS POST): Zachary Cox
AUDIO (RECESS POST): Quinn Hoodless
OFFLINE EDITOR (MARRIED TO GIANTS): Jacqueline Leon
ASSISTANT EDITOR (MARRIED TO GIANTS): Miku Sakamoto
EXECUTIVE PRODUCER (MARRIED TO GIANTS): Amanda Henry
PRESIDENT, STRYKER MEDIA GROUP: Jennifer Yang
ACCOUNT MANAGER (Stryker): Mike Austin