2025 Winner

To stand out in a crowded cannabis market and navigate advertising restrictions, Riff launched “High AI.” After discovering that people shopped for cannabis primarily for relaxation, energy or creativity, Riff used an AI generative image platform to help consumers visualize and hear stories about the unique effects of different cannabis products – essentially using art to represent the sensations of each high. Pieces were displayed in stores and streets across Canada, AI-written stories were showcased on devices in-store and a gallery was featured on a microsite. The campaign generated an 84.71% increase in website visits and a 4% increase in market share.

Credits

Vinicius Dalvi- Chief Creative Officer -
Victor Yves - Head of Art
Helder Defreitas- Creative Director
Selina Heathcote- Copywriter
Andre Bittar - Copywriter
Bruno Bueno- Art Director
Terence Fuchs- Designer
 
Alister Adams- General Manager, Chief Digital Officer
Rylee Strachan- Director of Digital Experience
Jessica Goldentuler- Digital Strategist
Rob Jankowski- Digital Strategist
 
Jenny Chen- Account Supervisor
Michaela Aulisio- Senior Project Manager
 
Pam Portsmouth- VP, Head of Production 
Producer- Terry Theofilactidis
Director- Alex Chan
Director of Photography- Cameron Marshall
 
Benjamin Jones- Associate Technical Director
Christina Laba- Technology Lead, Motion & Display
Anya Hamman- Senior Art Director, UI Designer
 
Cat Dawid- Director of Creative Production
Jessie Zus- Team Lead, Motion Design
Viktoriia Tyshchuk- Motion Designer
 
Cherie Rudy- Director of Print Production Services
John Maddin- Production Designer
Shahid Qureshi- QA Manager
 
Regina Azevedo- VP, Data Strategy
Arda Kosar- Director, Data Science and Engineering
Matt Johnston- Manager, Analytics and Research
Alexandra Stone-Kondrat- Search Strategist
 
The Pub Toronto Editorial
Karen Huybers- Executive Producer-
Drew Stevenson- Editor
New McAuley- Editor
Jordyn Stern- Editor
Dylan O'Donnell- Assistant Editor
Christine Stephens- Broadcast Producer
Arnaud Cote- Audio Engineer
Ethan Butler- Audio Producer