The noisy billboards had to work. Once legalization was passed in New York, messaging shifted gears. The next series of ads debuted April 20 on the NASDAQ billboard in Times Square. This time, it`s a message of celebration: “Happy 420”, “Let`s Get Loud”, “Let`s Rebelle”. After its 420 moment, Rebelle celebrated the legalization of NY 4/20, it is the first Rebelle 420 party at an outdoor restaurant, Ten Hope in Brooklyn. The 4/20 series of Rebele began with a petition to Governor Cuomo in New York to legalize cannabis. CGP operated a series of billboards in New York City in high-traffic areas and another at the entrance to the Lincoln Tunnel. Eventually, CGP ostensibly placed a billboard in Albany, hoping to get the governor`s attention. This campaign was made with the help of Verdes, a design agency that worked with Nike and Target. The message was loud and clear: “Legalize hard, legalize New York, legalize now,” “New York wants all the smoke,” “I (Pot Leaf) NY.” His team partnered to create personal Instagram accounts that coordinated daily news and drew attention to the injustices and harms of the previous war on drugs. Posters were featured on news channels in Brooklyn and Albany. Register now and join us on May 5th! We celebrate the fact that our industry continues to adapt as well as it has over the past few decades.
This year, on April 20, the brand hosted Glass House Fest, a socially distanced hybrid digital and personal music festival held at a secret location in Los Angeles, featuring critically acclaimed rapper and producer Flying Lotus, as well as supporting artists like Duckwrth and comedian Mike E Winfield. In a year that tested everyone`s resilience, our industry found new legitimacy as cannabis was deemed “essential” by legislators and regulators during the pandemic. As we slowly break a deadlock, members of the Marketing & Advertising Committee (MAC) agreed that the 4/20 celebrations in 2021 brought new meaning. And the winners are.. In case you missed the live stream, we`re excited to announce the winners of our Best of 4/20 Marketing Campaign contest, selected on Wednesday, May 5th during our LIVE webinar #IndustryEssentials! We are a resilient industry and we are about to enter a new post-pandemic environment. Considering that 4/20 landed on a Tuesday, PLUS chose a Sunday to give those who can`t celebrate cannabis during the week a chance to honor its history on the quietest day of the week. He brought the community together to have carefree fun after a year of pandemic stress. As April 20 approaches, Wana Brands launched a daily #4ward20 challenge with ideas on how individuals can celebrate each day. Ideas ranged from silly (“dressing up, even if it`s just to feel comfortable at home”) to social (“keep your distance from a friend”) to philanthropic (“donating money or time to a social justice organization”). Consumers were encouraged to share their activities by posting photos and videos on social media sites with the hashtag #4ward20 and tagging Wana Brands for a chance to win limited #4ward20 loot.
“The Dabvent calendar”| Higher Celebrations/Birthjay`s “Ciclo Ancestral” (premiere) by Taimy Ramos and LOUD BODIES On Tuesday, May 5, 2021 at 3:00 pm EDT, the NCIA MAC Committee will recognize and present some of these marketing achievements in our webinar celebrating Best Of 4/20 #IndustryEssentials marketing campaigns. And in one turn, we let you decide who is the best of the best! Starring: Taimy Ramos, Marceia Scruggs and Kait Dessofy TO FURTHER SUPPORT THE CHICAGO PERIOD PROJECT: Donate via their website Part of this celebration resulted in smart and innovative 4/20 actions. Of course, they were done in accordance with CDC and county health guidelines because we know compliance, right? Several NCIA member retailers, brands and companies seized the opportunity, and we, as marketers, wanted to recognize this creativity and ingenuity. This year, NCIA`s MAC committee requested nominations for the top 420 marketing campaigns. And our members did not fail to deliver! “Legalizing Menstruation” discusses and focuses on three main topics to normalize menstruation: 1) Establish the idea that menstruating people are not always women 2) Educate our audience about menstrual poverty and the lack of accessibility of menstrual hygiene products in Chicago 3) End the taboo of talking about your periods and individual menstrual experiences with openness and honesty. Our final product built these themes through social dance, theatre, humour and contemporary dance forms. This two-day weekend show was also a fundraising site for menstrual hygiene products and was distributed by the Chicago Period Project, a non-profit organization. We ended our weekend with 2,059 menstrual products donated to animal shelters and schools in the Chicago community. Watch the full replay below to see the full summary of each campaign as well as the acceptance speech of our winners themselves at the end of the program! Want to know more about the finalists before watching the webinar? Read more about their campaigns here: bit.ly/3b3W6l6. First Place • Glass House Fest (Glass House Farms) In 2020, the 4/20 year was a full month, Higher Celebrations, an additional cannabis gift company, introduced the Dabvent calendar, an epic month-long countdown to the year`s most famous cannabis holiday. The Dabvent calendar brought together 20 brands and 20 Instagram cannabis influencers to participate in a collaborative gift that honors every day in April, as we do in December, when we count the days until Christmas. A nod to the classic advent calendar, the Dabvent calendar featured daily elements of surprise and joy revealed by popular cannabis influencers such as @Chronicalewinsky (46,000 followers) and @Bettykrockerbakes (21,000 followers) by the 20.